Full text of "Sponsor"
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M I 5 j F RANC P **GUC
N A T I N A I I0A0CASTIN
FELLER i" J I A 2 A
r
V
le use magazine for Radio and TV advertisers
14 JULY 1952
50c per copy • $8 per year
reasons
why
YOU
can
SELL
N.Y.
on
channel
WOR-tv offers you:
* low-budget programs
'e.
c.
O
* low-cost facilities
%
/.
%
'%
<fc
^
-V
* time rates at Oct. '51 level
* non-preemption guaranteed
* New York's finest studios
* top film facilities
* prime 60-second availabilities
* live-commercial opportunities
* sales-booster saturation plans
ACT NOW Or-'BtOjfr.
for best availabilities^
orders for Fall campaigns Mify ^
now being signed.
^
America's best tv-spot buy
WOR-tv
serving over 3 ,000 ,000 TV homes
in the world's largest market
6th annual
FACTS
issue
'all economic
nitlook 4(
t' etwork
pot
Radio Basics
99
Television
tetwork
ap
Spot
TV Basics
131
13
155
169
Radio-TV
Abroad
International
"
asics
$,
WU£tfflCUl/l/ Biscuit Company does a complete job . . .
SO DO HAVENS AND MARTIN, Inc. STATIONS...
r
v:
WMBG
WCOD
WTVR
FIRST STATIONS OF VIRGINIA
In Ohio, Kentucky, West Virginia, Virginia,
North Carolina and South Carolina
Strietmann Zesta Crackers, and many other
Strietmann crackers and cookies, stand for
top quality in their field. And no wonder.
Today's mammoth and spotless Strietmann plant
is traditional of baking progress that
has never stopped: 86 years of experience
in a single industry.
Havens and Martin Stations are pioneers in
their field, too. In the growing Virginia markets
of which Richmond is the center, WMBG, WTVR,
and WCOD are the only complete broadcast
institution. Virginians love them because
they combine wholesome entertainment,
real service, and quality operation. That's a
combination that works well for advertisers.
WMBG ^ WCOD- WTVR tv
Havens & Martin Inc. Stations are the only
complete broadcasting institution in Richmond.
Pioneer NBC outlets for Virginia's first market.
WTVR represented nationally by Blair TV, Inc.
WMBG represented nationally by The Boiling Co.
*^ta
CBS affiliates
group getting
lowdown on net
business deals
CBS Radio now
within 7% of
last September's
business
CBS affiliates
would abandon
radio ratings
Reps pitching
for ABC's
o&o stations
Tide has best
remembered com-
mercials in
Advertest poll
Langworth radio
programs sales
better '51 total
WOR-TV first
N.Y. station
in all-night
operation
CBS will lay practically all cards on table when it meets with affili-
ates committee, headed by George B. Storer, late in summer to discuss
problem of rate adjustmen t. "Facts of life" will probably include
revelation that network anticipated obtaining affiliate assent to rate
reduction when it closed renewal contract with Procter & Gamble for
15 nighttime quarter hours recently. Also explained will be how CBS
has had to make various other concessions to keep business going. In
this hair-down session network expected likewise to set down factors
which determined decision to take risk with regard affiliate reaction.
-SR-
CBS during rump affil i ates meeting on network rate crisis first week
of July disclosed its radio network already had 93% as much business
sold for this fall as it had under contract last September. (List
of network's nighttime sponsored programs for the fall on page 50.)
-SR-
Item in resolution which CBS rump affiliates meeting adopted that made
decided impression on assembled broadcasters was declaration network
immediately begin program of sound qualitative resea rch that would
"establish real value and impact of radio as an advertising medium."
Resolution also urged abandonment as selling tool of radio all present
purely quantitative ratings systems.
-SR-
ABC has received pitches from several national rep organizations with
regard to taking over national spot represen tat ion of network's owned
and operated stations (5 radio and 5 TV). This function is now per-
formed by the network's own Local Sales setup. Markets involved are
New York, Chicago, Detroit, Los Angeles, and San Francisco.
-SR-
Tide, Philip Morris, Flamingo, Bulova and Muriel cigars rated as best
remembered spo t TV commercial s among New York families in compilation
released by Advertest Research. Also listed in top 20 — with survey
conducted minus aid or recall devices — were Chevrolet, Piels,
Schaefer, Clorets, Pall Mall, Castro convertible couches, Ivory,
Kools, Motts apple juice, Benrus, Raleigh, Hellman's, Rheingold.
-SR-
Langworth Feature Programs reports its business for first 6 months
1952 steadily increased to point total was mu c h over figure for same
period 1951. (Library service business as whole reviewed page 76.)
Like Langworth, other makers musical programs have found going good.
-SR-
WOR-TV, N.Y., going on all-night trick starting 19 July. Schedule
will mix live programing, feature and short film, disk jockeys, news
sports from 11;50 p.m. to 5 a.m. Monday through Friday and to 6 a.m.
Saturdays. More stations will probably follow suit in major metro-
politan markets. WDTV, Pittsburgh, was first with all-night operation.
SPONSOR, Volume 6. No. 11. 11 July 1952. Published biweekly by SPONSOR Publications. Inc., at :(110 Elm Ave., Baltimore, Mil. Executive, Editorial, Advertising, Circu-
lation Offices 510 Madison Ave., New York 22. $8 a year in U. S. $9 elsewhere. Entered as second class matter 29 January 1949 at Baltimore. Md. postofflce under Act :! March 1879.
REPORT TO SPONSORS tor 14 July 1952
Old Cold, Lucky
don't want to
stretch out
Transcription
tagging may
be abolished
P. Lorillard (Old Gold) and American Tobacco (Lucky Strike) each
issued communiques to the press disavowing any intentions of turning
out k ing-sized versions of these brands, a la Chesterfield. Lorillard
is content to let Embassy carry king-size banner for that house, while
American regards success of its Pall Mall entry in that field ample
for one company.
-SR-
Transcription Rules Committee of N ARTB preparing to ask FCC to abolis h
rule requiring stations to tag recorded, transcribed or filmed shows
as such. Path for petition was eased by informal session with com-
mission. (SPONSOR 25 February issue treated situation from viewpoint
of advertisers, who urged immediate revocation of rule.)
-SR-
Y ellow marg a rine campaign in New York State week of 1 July stepped up
to point where Lever Bros. ' Good Luck brand scheduled 2,700 4- and
8-second announcements in 12 cities, with barrage crowded into 8 days.
Kraft's Parkay carried out $30,000 spot blitz of its own in TV as well
as radio, and Standard Brands' Blue Bonnet package moved into fray
with weekly schedule of about 200 announcements. State's dairy inter-
ests have been striking back with newspaper ads, but there are no
indications whether butter forces will include radio and TV in their
counterattack.
-SR-
Crosley grants Crosley Broadcasting Corp. has given Miami University's School of
N. Y. spot busi-
ness benefits as
margarine
goes yellow
$10,000 for
election study
8% of all farm
families in U. S.
own TV sets
RCA to launch
biggest ad
campaign in
its history
Murphy added to
ARF board
CBS TV Work-
shop to run 26
weeks with Ford
Foundation grant
Business Administration $10,000 for stud y on TV's role in 1952
elections. School's marketing department will direct research.
-SR-
Market Research Corp. of America, formerly Industrial Surveys Co.
(Sam Barton), reports that as of January 1952 farm families owned 3%%
of all TV s e ts in country and that of all farm families in U.S.A. 8%
owned TV sets.
-SR-
RCA Victor launches heaviest ad schedule in its history this month.
Campaign, stressing company's lowest price TV set, includes Meredith
Wilson radio show and Curtain Call on TV, both NBC. Leading consumer
and trade magazines and 109 newspapers are on schedule.
-SR-
Adrian Murphy, CBS-Radio president, and E. A. Schirmer, of Crowell-
Collier, have been nominated to Advertising Research Foundation's
directorate. Others on board include Lowry H. Crites, General Mills;
Marion Harper, Jr., McCann-Erickson ; F. B. Manchee, BBDO, and D. P.
Smelser, Procter & Gamble.
-SR-
Ford Foundation starts underwriting CBS' Televis ion Workshop 9
November as 90-minute show. Guarantee is for 26 week s and money comes
out of Foundation's initial $1,200 ,000 grant for quality TV and radio
programs. Series will include original scripts by Maxwell Anderson,
French ballet features, and music by Leopold Stokowski ; it may be
sponsored.
SPONSOR
BBDO
RADIO AND TELEVISION
NATIONAL NETWORK PROGRAMS
TELEVISION
batten, barton, durstine & osborn, inc. Advertising
NEW YORK • II. .-Hi". • BUFFALO • CHICAGO • CLEVELAND • PITTSBURGH ■ MINNEAPOLIS • SAN FRANCISCO • HOLLYWOOD • LOS ANGELES • DETROIT
14 JULY 1952
18,741
rural folk? from
all 88 Ohio counties
travelled an average
of 75 miles I and caused
the first rural traffic jam
ever recorded at the
junction of Route 23 and
Powell Road — site of
WRFD's new studios
and 260 acre radio farm)
to attend our recent
Open House celebration.
Col. C. M. "Pop" Hess,
72 year old WRFD farm sales
representative, greeted
every one of the 18,741
personally as they walked
through the beautiful
Colonial entrance to Ohio's
finest rural radio center.
We invited our listeners
with spots on WRFD.
And we think the fact that
18,741 of 'em came . . .
from all 88 counties . . .
is proof enough that
WRFD COVERS OHIO.
And that rural Ohio
listens to WRFD.
We're not bashful, either,
about the fact that
WRFD reaches more Ohio
rural folks at lower cost
per thousand listeners
than any other radio station
in Ohio.
Like to know more about
Ohio's best rural radio buy?
Drop us a card — we'll
send you a fistful of facts
by return mail.
WRFD
5000 W • 880 KC
Worth. ngton, Ohio FR 2-5342
J. D. Bradshaw, Station Manager
O L. TAYLOR CO.— National Representative
VOL 6 NO, 14
14 JULY 1952
Contents
SPONSOR REPORTS 1
510 MADISON 5
MEN, MONEY AND MOTIVES 12
MR. SPONSOR: H. P. WURMAN 14
P. S. 16
NEW AND RENEW 19
COMMERCIAL REVIEWS 24
WHAT'S NEW IN RESEARCH 30
AGENCY PROFILE: ADRIAN SAMISH 34
HOW TO USE THIS ISSUE 37
FALL ECONOMIC OUTLOOK 40
SPONSOR CHECK LIST 42
NETWORK RADIO 43
SPOT RADIO 65
RADIO BASICS 99
NETWORK TV 131
TV MAP 137
SPOT TV 155
TV BASICS 169
GENERAL (WITH FILM) 185
MR. SPONSOR ASKS 204
INTERNATIONAL BASICS 227
SPONSOR SPEAKS 236
Editor & President: Norman R. Glenn
Secretary-Treasurer: Elaine Couper Glenn
Executive Editor: Ben Bodec
Managing Editor: Mile^ David
Senior Editors: Chailes Sinclair, Alfred J. Jaffe
Department Editor: Fred Birnbaum
Assistant Editors: Lila Lederman,
Richard A. Jackson, Evelyn Konrad
Contributing Editors: Bob Landry, Bob Foreman
Art Director: Donald H. Duffy
Photographer: Jean Raeburn
Vice President - Advertising: Norman Knight
Advertising Department: Edwin D. Cooper
(Western Manager), George Weiss (Travel-
ing Representative, Chicago Office), Maxine
Cooper (New York Office), John A. Kovchok
(Production Manager), Cynthia Soley, John
McCormack
Vice President - Business Mgr.: Bernard Piatt
Circulation Department: Evelyn Satz (Sub
scription Manager). Emily Cutillo, Josephine
Doloroso, Patricia Collins (Readers' Service)
Secretary to Publisher: Augusta Shearman
Office Manager: Olive Sherban
Published biweekly hv SPONSOR PUBLICATIONS INC..
combined with TV. Executive, Editorial, Circulation, and
Advertising Offices: 510 Madison Ave.. New York 22.
N. Y. Telephone: MUrray Hill 8-2772. Chicago Office:
161 E. Grand Ave.. Suite 110. Telephone: Superior 7-9863
West Coast Offlre: 6087 Sunset Boulevard. I-os Angeles
Telephone: Hillside 8(189. Printing Office: 3110 Elm
Ave.. Baltimore 11, Md. Subscriptions: lnlted States
$8 a year, Canada and foreign $9. Single copies 50c
Printed In V. 8. A. Address all correspondence to 51*
Madison Avenue. New York 22. N.Y. MUrray Hill 8-2772.
Copyright 1952. SPONSOR PUBLICATIONS INC.
WANTED!
For Murder
BOB BAILEY
alias
George Valentine
(Private "eye")
VIRGINIA GREGG
alias
"Brooksie", his secretary
MURDERING all
competitor's ratings in
let George Do /f
//
52 transcribed half-hours
12.3 Pacific Coast Neilsen on
Don Lee Network.
(March '52)
Available for local or regional
sponsorship east of the Rockies.
CAUTION: This program is
dangerous in the hands of
competition. Prompt action is
advised. Cet full information
from
Madison
OIL COMPANIES ON THE AIR
In the list of "Who's Who on the
Networks: 1950-52," contained in your
issue of June 16, it is noted that com-
panies using Western networks appar-
ently are not included. At least this is
true of the oil companies.
At the same time, oil companies who
use Eastern networks are included.
Is this arrangement intentional, or
is it just one of those cases that so
often happens where the Pacific Coast
is overlooked?
M. A. Mattes
Standard Oil Co. of Cal.
San Francisco
• According to James M. Boerst, editor, the
FACTuary is intended to include only national
network programs and advertisers, as distinct
from regional networks. However, if the name
of a regional net advertiser has crept onto their
list, it is becanse the source did not make it
clear that said advertiser was only regional, not
coast-to-coast.
CO-OP RADIO
CONGRATULATIONS ON YOUR
THOROUGH TREATMENT OF RA-
DIO'S CO-OP PROBLEM.
Haydn R. Evans
WBAY, Green Bay. Wise.
On page 36 of your June 16 issue
is the story captioned, "Co-op Radio's
Biggest Headache." We note that
"double billing plagues this profitable
form of advertising. National adver-
tisers are being bilked with all radio
taking the blame for deals made by the
relatively few sharpshooters."
To this the radio industry should re-
ply "nuts."'
You would think that newspapers
weren't double billing. Radio learned
this trick from newspapers. We en-
close a tear sheet from yesterday's is-
sue of a newspaper. Do you want to
have some fun? Ask the national ad-
vertisers represented on this page what
they paid this retail store for this co-
op space. Compare it to the news-
paper's rate card, photostat of which
we also enclose.
This retailer earns a rate in the
newspaper of 61# or less per inch.
You will find that the national adver-
tisers on these pages have reimbursed
>V
WIBC > land...
Biy as
America's
Hth lAiryest
MarUetl
It's a fact
V WIBC
V WIBC
^ WIBC
V WIBC
V WIBC
V WIBC
Indianapolis, is Indiana's first and only 50,000
Watt Station.
coverage includes 78 counties in 4 states.
reaches and sells more than 3 1 2 million people inside
its .5 milivolt area.
listeners spent over $4 billion on retail goods alone
last year.
offers you a market larger than Boston, Cleveland
or San Francisco with more people than New Orleans,
Milwaukee and Kansas City combined!
offers you this big market, equal to the 6th largest
in the nation at the lowest cost per thousand avail-
able in the Indianapolis area!
BUY TODAY...SELL TOMORROW !
WIBC, Inc.
30 W. Washington St.
INDIANAPOLIS 6. INDIANA
JOHN BLAIR & CO. — National Representatives
14 JULY 1952
2,779,531
*
Rich-From-The-Soil
Midwesterners Live
Within KMAs Vi MV Line
At last count, 2,799,531 predomi-
nantly-rural midwesterners lived
within the KMA \i Millivolt day-
time contour area in Iowa, Nebraska,
Missouri and Kansas. That's a mar-
ket greater than Iowa, Washington
State or Oklahoma — or, Colorado
and Nebraska combined!
They're America's top-spending
farm market! In 1950 these KMA-
Landers spent $2,819,660,000 for
goods and services — a figure sur-
passed only by a handful of metro-
politan markets!
Here is THE big farm market . . .
served by the 5,000 powerful watts
of KMA — The Midwest's TOP Farm
Station. IF YOU sell products or
services in the rural and small town
midwest, then YOU BELONG ON
KMA! Contact Avery-Knodel or
KMA today.
* 1950 Census.
KMA
SHENANDOAH, IOWA
Represented by
Avery-Knodel, Inc.
IN
, OMAHA •» '"' Vi.^
i «, "s qreaT
CBS . DU*0HT •
ABC
Under Management of
MAY BROADCASTING CO.
Shenandoah, Iowa
the advertiser at the rate of 90^ per
inch.
WRNO does not condone double
billing; neither should the radio in-
dustry accept the stigma of double bill-
ing and the handicap that it places on
the industry, as a fault that is exclu-
sivel) radios.
This kind of thinking robs radio of
thousands of dollars of advertising
revenue. Worse, it weakens the posi-
tion of radio with the national adver-
tiser who is also spending money in
co-op programs.
Now that sponsor has labeled the
radio industn with the "double billing
plague" we propose that sponsor ex-
plore the double billing plague in the
newspaper industry. Such a story
would be as well founded as this one
on page 36 in the current issue. Fur-
thermore, it would be far more valu-
able to the industry.
We are looking forward to an early
issue of sponsor in which you will
have developed a story on double bill-
ing showing national advertisers that
the\ are being bilked by newspapers.
Frank B. Best
II nXO, Orangeburg, S. C.
O The article expressly look note of douhlc-
hilling practices hy newspapers, stating that it
"has had a venerable history in newspapers anil
still plagues national advertisers in that field."
The artiele further quoted from a survey hy the
Wisconsin distributor for Phileo to the effect that
22% of the newspapers queried said they would
''make a deal by-passing their regular rate card."
I dont know who is responsible for
your slor\ on co-op radio appearing
in the June ICth issue, but I am thor-
oughly in accord with it and cant re-
sist the temptation to expound a little
myself.
This double billing situation appears
to me to be critical and if it continues
as it is now and has been for some
time, it means that the top manufac-
turers will withdraw radio from their
approved list eligible for this type of
advertising, and here, as in the major-
ity of other markets, this reaches a
substantial figure and stations are go-
ing to be hard hi! if and when that
time arrives.
We have never permitted double
billing and I would be afraid to sa)
how much inone\ this has cost us in
revenue, but we have to live with our-
selves and in my opinion it is a dis-
honest practice.
Let me say, however, that the radio
stations themselves are not exclusive-
ly to blame for the situation because
the manufacturers themselves in a
great many instances have encouraged
it. if not the home office certainly it
has been with the knowledge and con-
sent of the manufacturers' local rep-
resentative.
This market is heavy with wholesale
distributors and it is particularly true
in the appliance field where co-op
money is the heaviest. I have in-
stances in my files where within a pe-
riod of 48 hours from the same manu-
facturer we have had co-op proposals
varying in manufacturers" participa-
tion from 25', to 1009,. One piece
of business recalled was particularly
painful because it was a substantial
amount and inasmuch as ''shady'" bill-
ing was required to get it. we lost the
business.
With two distributors in the appli-
ance field we have succeeded in pretty
well curbing it. We found these dis-
tributors sympathetic with the situa-
tion and we suggested to them that if
the distributors would contract for the
placement of their schedules and per-
mit us to bill them with the total
amount of money involved with our
regular proof of performance affidavit
and he in turn bill his dealer for his
proportionate part, that this would
control the practice.
These two distributors are giving us
v considerable volume of business now,
the billing is handled as outlined above
and they feel like they are getting their
money's worth in their expenditures.
But we have found that some of the
distributors, and in our case unfortu-
nately the majority of them, do not
want to handle it in this manner, their
contention being that this increases
their credit risk.
I pass this information on to you
and I sincerely hope that sponsor
will keep pounding on this until an
industry-wide result is obtained, for if
it isn't we as a whole are going to lose
a substantial amount of money.
Frank King
WMBR, Jacksonville. Fla.
• The telegram from Haydn R. Evans of w BAY.
the letters from Frank I). Beat of WRNO anil
Frank King of WMItR are only a few of the com-
ments SPONSOR received on its article al t
co-op radio and the double-billing plague. Most
of the comments were to the effect that the more
light shed on the matter the better. Responsible
radio station executives apparently feel that their
stations are being hurl by operator- who partici-
pate in activities which bilk national firms having
co-op plan-. If you have anj comments to add
to those above, address a letter to SPONSOR at
510 Madison Avenue. New ■» ork 22. >. * .
SPONSOR
What kind of pressure creates
the best advertising?
It usually isn't the pressure of time,
or work — not client-pressure, not boss-
pressure.
Nearly always it is simply the pres-
sure a man puts on himself — the pres-
sure to keep seeking a better way of
doing something which is already be-
ing done well.
It is a pressure that is being applied
every day, in every department of
Young & Rubicam.
YOUNG & RUBICAM, INC.
Advertising • New York Chicago Detroit San Francisco
Hollywood Montreal Toronto Mexico City London
SPONSOR
HOLLAND WEDDING PROGRAM
It's a large stack of ballots on the
table in front of Larry Collins, pro-
gram director of WHTC, as he an-
nounces the final results of the Holland
Wedding program for 1952.
Each year the program gets bigger
and bigger! The final count this year
was 480,000,000 votes. At a penny
each that means $480,000 worth of
sales went through the cash registers
of the participating sponsors. Last
year the tabulation was $273,000.
In 1951 we had 38 participating
sponsors and this year we had 45. We
had 33 couples last year compared to
38 this year. The merchandise to be
given away this year was valued at
$3,500 compared to awards valued at
$1,600 in 1951 — and it grows every
year.
It's the hottest thing I have seen in
my years in radio, and I would like to
see other stations use it.
As I told you before I like what you
are doing toward helping the little in-
dependents so I make this offer to your
readers if enough stations are inter-
ested to make it worth while. I will
send them a complete outline of how
we run the program, samples of the
voting ballots, posters and all neces-
sary information — all for only $10.
As you know this will barely pay for
the paper, stencils, mimeographing,
handling and mailing.
This idea can be used by any station
from the small cities up to the size
where they lose personal contact with
the listeners and they just become a
series of numbers on a chart. It needs
the personal touch and if you have
that contact with your listeners it will
be sure fire. It could be sold to an in-
dividual store or on a participating
basis as we sell it.
Last year it brought the station a
billing of $2,000 and many new spon-
sors. This year we grossed $5,850.
Running the program on a 13 week
basis as we did that was an extra week-
ly billing of $450 which is very good
for a small town.
Its a program that the entire popu-
lation can participate in provided, as
I said, that the city is not too large.
And believe me, the merchants go foi
it.
I know there are hundreds of sta-
tion like us that can't afford to pay
high prices for packaged shows, so
here is a chance to get one that won't
cost them $1.00 a week — and it will
outpull and outsell any package show
available.
Don't let the small price fool you
for you will get the complete program
idea and all the information you need
to operate it successfully. You will not
get any fancy brochures, though, at
this price.
Sandy Meek, Mgr.
Holland Broadcasting Co.
Holland, Mich.
EDUCATIONAL PROGRAMING
Robert L. Landry's column. "'Illiter-
ates Are Tough Customers," illustrated
beautifully the problem facing radio
and TV.
Unfortunateh there are many R. C.
Hoiles — ( I don't know him personally I
but I'm sure his counterparts are deep-
ly involved in cheating the public of
their right to the "best in educational
entertainment."
Both departmental and executive
brass are equally to blame for the
narrowmindedness, stupidity and out-
right dishonesty so prevalent in per-
sonnel and programing departments.
Or maybe I'm wrong — perhaps it is
the sponsor whose demands prevent
true adult-educational and good enter-
tainment from reaching the masses.
Among friends I have advocated ra-
dio and TV shows with an educational
core. A great injustice has been done
the general public. Most human be-
ings are hard working, fine, ever pa-
tient and willing to learn.
They have above all the understand-
ing and broad intellect to set aside dif-
ferences — undertake the impossible
and solve the difficult. Can you say as
much for the persons who program
children's shows which confuse, fright-
en, and foster stupidity? Adult shows
which operate at so high a pitch as to
upset the entire household? Program-
ing which never once considers the
fact that the "family shopper" and
"head of the household" is interested
in learning and understanding as well
as buying.
KAYE PllYLLIPS
Laurelton 13, L. I.
(Please turn to page 54 I
First or Second in
Quarter Hours
Between 6 a.m. and 7p.nu
WFBR "HOME-GROWN"
SHOWS OUTSTANDING
IN AUDIENCE AND
RESPONSE!
Looking for a place to put
your minute spots in Balti-
more? Pick the WFBR
' ' home-growns' ' — outstand-
ing participation shows! For
instance:
CLUB 1300
Completely outclasses its
field — No . 1 show of its kind !
MELODY BALLROOM
Top-rated disc jockey show
in Baltimore!
NELSON.BAKER SHOW
1st in its time period!
EVERY WOMAN'S HOUR
Top-rated 30 - minute
woman's show!
shoppin'fun
Top locally produced show
in its period!
MORNING IN MARYLAND
Misses being tops for 3-hour
period by a fraction!
Buy where the top shows
are — buy on . . .
*Jon. -Feb. 1952
Pulse Report
ABC NETWORK
5000 WATTS IN BALTIMORE, MD.
14 JULY 1952
■
We don't believe
in TV angels
Definition of an angel (in show business): Anyone who
gambles a wad on a show.
Definition of an angel (in TV): Any advertiser who gambles
a wad on a show.
Frankly, we don't believe in TV angels.
We know that TV doesn't have to be a gamble. It can be a solid,
money-making investment.
It can be, that is, if your agency can give you four things:
1. Sound judgment in the selection of a program — judgment
aided and abetted by skillful research.
2. A correct matching of your program to your marketing pattern.
3. Complete merchandising exploitation of your program.
4. Commercials full of good, simple, clear-cut sell.
If you suspect that you yourself have been a TV angel — or if you're
afraid you might become one— your next move is clearly indicated:
Just get in touch with McCann-Erickson.
McCann-Erickson, Inc.
AClVCrtlSing New York, Boston, Cleveland, Detroit, Chicago, Cincinnati,
San Francisco, Los Angeles, Hollywood, Portland and offices throughout the world.
»
On
KROW
a
Jy^ buck
makes
more
dough!
In San Francisco & Oakland-
"We tested several media and
KROW sold far more merchan-
dise per dollar invested than
any of the other types of ad-
vertising. We've seen at first
hand that KROW is geared to
do a re nl selling job."
In scores of sales tests KROW
h.is proved itself the top me-
dium in the San Francisco-Oak-
land market.
for names and details, call
PAUL H. RAYMER COMPANY, INC.
National Representatives
KROW
Radio Cantor Bldg.
19th A Broadway • Oakland, Calif.
Serving the Entire Oakland-San Francisco Bay Area
by
Robert J. Landry
Relief from competition?
Herewith another of this publication's Fall Facts issues. But. of
course, the really big fall fact of 1952 will not be established until
after the first Tuesday in November.
Regardless of the outcome of the Presidential race, it is certain
that one theme is going to be hammered, hammered, hammered.
That is the desperate desire of big wheels and ordinary Joes, both,
for tax relief. Some relief. Any relief. High, medium, and low
gentry dream of ease of anguish.
Tax relief is no easy feat, and this column will now offer nothing
more specific than a pious "amen." Others will have to figure out
how to arm ourselves and the free world, against the Bolsheviki
and at the same time not hand every individual American citizen a
satchel full of rocks to carry.
* * *
One thing we hope won't develop, however, because of the present
irritability with tax burdens. Tax relief is one thing. Tariff relief
against foreign competition is something else. There is a distinctly
nervous feeling in the capital of our best friend and ally, Britain,
that America may slam the door of reciprocal trade in their faces.
* * *
Speaking to the Advertising Federation of America at the Waldorf
Astoria last month Sir Miles Thomas, president of the British Adver-
tising Association, laid it on the line. "British manufacturers are
disturbed, to put it mildly and politely, at the tendency of some
United States manufacturers of competitive or related lines to seek
'home' protection against foreign competition. . . . The fact is, of
course, that what we want is to trade mutually with the United
States. We cannot do that unless the United States will buy our
goods, and go on buying them."
* * *
He didn't mention the motorcycle companies, but it is well known
that our motorcycle companies' efforts to shut out British machines
has become very much of an " international crisis" in London, how-
ever little appreciated as such on this side. The situation in cheese
affects Britain, Denmark, France. Holland, Italy, and Switzerland,
all save the last country part of our European line of defense against
the Soviet Union.
* * *
British business hesitates to commit itself for expansion and —
note this — advertising expenditures in the United States because of
tliis tariff threat. British lines do not want to build a market position
and then lose it by arbitrary fiat at customs. Sir Miles with British
(Please turn to page 200)
12
SPONSOR
WHY WE BELIEVE IN
RADIO AND TELEVISION
because their primary function is to operate in
the public interest.
because they have become important cultural and social forces
in our American way of life.
More than 9 out of 10 American families are influenced by
them every day.
because they have given us, and our clients, two of the most
useful of all media for selling people by telling people.
There is no more intimate means of communication
than the human voice.
because in their unlimited future of
spontaneous, educational, sales-producing
entertainment . . . lies our future, too!
FOOTE, CONE & BELDING
NEW YORK . CHICAGO
LOS ANGELES . HOLLYWOOD . SAN FRANCISCO
HOUSTON
14 JULY 1952
13
YOU
CHOOSE
CANADA'S
FIRST
STATION.
Rthif S
ale? u
36.9*
.local sales
l/M
up!csifljanl5%
CFCF
In 4k* U.S.^e.VeeJfrCk
Im Cana^*, A||-Cawa*U.
iripiiir
Hurry P. Wtirmcstt
Bayulc Cigars,
President
Inc., Philadelphia
14
Competitors refer to Harry Wurman as a "cigar expert," an
accolade not given lightly. He started earning this industry respect
27 years ago when he was commissioned by Bayuk to build the
"largest, most modern cigar factory in the world." He did such a
good job they asked him to take over as general production manager.
Now 54, and president since 1947, Wurman has made Bayuk a
leader with annual sales of over $30,000,000 for both 1950 and 1951.
It places Bayuk with General Cigar and Consolidated Cigar.
Behind this climb to the top is cigar-smoking Wurman's ability
to mass produce quality cigars at low cost, utilize media effectively
to sell them. To reach the cigar smoker — at one time a vanishing
American — Wurman counts on air advertising to put his key brands,
Phillies and Websters, into the impulse-purchase class.
As early as 1938 Bayuk was building the foundations of its fast
growth with California Sports Review on the Columbia Pacific net.
This was followed by Inside of Sports on MBS. From 1938 to 1949,
almost without interruption, radio introduced sports enthusiasts to
the pleasures of cigar smoking. Sales burgeoned.
Increased sales haven't lulled Wurman into a state of complacency.
Ever on the lookout for something new, he thinks he's found it in
The Adventures of Ellery Queen on 11 ABC TV stations (Wednes-
day 9:00-9:30 p.m.). With about $600,000 of a $1,000,000 dollar
budget going into the show Wurman feels "Bayuk will reach a new
generation of cigar smokers, the men in their 20's and early 30's,
and older smokers who might be induced to switch brands."
Commercially, Ba\uk stars its Phillies brand, a \W cigar. Com-
mercials consist of a cigar girl, and a quartet warbling "Treat your-
self to Phillies 'cause they're super-mild, super-mild, super-mild. . . ."
A 20-second film tag features Bayuk's Webster cigar with testimonials
from well-known cigar smokers like Ned Sparks and Bobby Clark.
Supplemental^ newspaper and magazine ads carry out the same
theme (through Ellington \ Companj I.
It's a far cry from point-of-sale cigar store Indian days to one of
the biggest ad ventures ever carried out by a cigar maker. But
Wurman doesn't blow smoke rings and daydream. Prime proof is the
factor* he built in 1927. It's Mill the largest cigar plant under one
roof. ***
SPONSOR
get the BACKING
your sales may be LACKING
Depend on WJBK's
SALES PROMOTION DEPARTMENT
to get you IN SOLID in the Detroit Market
Want to know how effective your advertising is in
Detroit? Want to know what competition is doing?
Want dealer and distributor tie-ins in the Detroit
area? Then call on WJBK's Sales Promotion De-
partment! You'll get facts, backed by realistic
research . . . aggressive, imaginative merchandising,
backed by on-the-spot knowledge of the rich Detroit
market. Yours to command . . . yours for bigger and
better results on WJBK!
Peter Storer
Sales Promotion Manager
From disc jockey to control engineer
to public service director, Pete
Storer has written a success story in
all phases of radio. Formerly with
Storer Broadcasting's WGBS,
Miami, Pete moved to WJBK fol-
lowing his graduation from Uni-
versity of Miami. His success as
WJBK's public service director
made him a natural for the new job
as sales promotion department head.
A STORER STATION
CBS and DUMONT Television . . . Tops in MUSIC, NEWS and SPORTS on Radio
National Sales Mgr., TOM HARKER, 488 Madison, New York 22, ELDORADO 5-2455
Represented Nationally by THE KATZ AGENCY
14 JULY 1952
15
in prosperous,
progressive
Mobile . . .
Met. Pop. —
1940 1951
% increase
114,906 231,105
101%
Assessed
prop. val. —
$61,038,683 $148,747,991
131%
by using
mm
Call
Adam Young, Jr.
National Representative
or
F. E. Busby
Cencral Manager
ON THE DIAL710
:bs
Mobile, Alabama
New Developments on SPONSOR Stories
See: "Highballing with radio"
Issue: 25 February 1952, p. 32
^Object: New York Central railroad uses morn-
ing men to boost business
The New York Central is giving its summer rate reduction plan
the greatest radio concentration it has ever devoted to one specific
campaign, according to Harry Frier, N.Y.C. account executive at
Foote, Cone & Belding.
Along with 13 other railroads, N.Y.C. has reduced fares for family
and group travel effective 25 June through 22 Octoher. The new
"Family Fare Plan" is being plugged in about 40% of the commer-
cials on all 15 stations currently on the N.Y.C. list. The commercials
are delivered by the morning d.j.'s N.Y.C. buys to achieve a local-
level personalized air approach.
The 15 stations mentioned above actually represent an expansion
of N.Y.C.'s radio schedule since sponsor's 25 February story ap-
peared; four more stations with morning men have been added to
the 11 SPONSOR listed. These additions are: WTOL, Toledo, Ken
Lawrence; WHAM. Rochester, Mort Nusbaum: WAGE, Syracuse,
Dean Harris; WXKW, Albany, Bill Hickok. All buys are 10 or 15-
minute segments between 7:00 and 8:00 a.m., three to six days a week
(per N.Y.C.'s usual broadcast policy).
The special excursions which the railroad conducts as business
boosters — and which are plugged by the morning d.j.'s — have been
meeting with success on a big scale. In mid-May, two solid trainloads
of people (about 1,400) were booked for a jaunt from Chicago to
Niagara Falls. In April, the line hauled a record number of people
on an excursion from Albany to the Flower Show in New York.
Recently, the New York Central made use of its radio talent outside
of a regularly scheduled program. On 15 June, Jim Conway, WBBM,
Chicago, morning man, with other performers on his program, pre-
sented an hour-and-a-half show at the Chicago railroad station. Oc-
casion was the 50th Anniversary celebration of the 20th Century
Limited, an event that had been well-promoted on Conway's a.m. show
»ee:
Issnc:
Subject:
"Toni's new radio campaign"
13 March 1950, p. 18
The Toni Company, heavy user of
air media, announces record radio-
TV lineup
The recent addition of two radio shows brings to a record high
the number of network radio and TV programs sponsored by the
Toni Company, according to R. N. W. Harris, Toni president. To
advertise its stable of hair products — Toni Home Permanent, Tonette
{for children), Prom Permanent, White Rain Shampoo, Creme
Shampoo. Creme Rinse. Bobbi Pin Curl — Toni appropriated some
$6,000,000 in 1951; of this, about 50% went to radio, 10% to TV.
Toni now sponsors (partly or fully) nine network shows. As of 1
July, it is bankrolling Break the Bank over the ABC radio network,
Tuesdays and Thursdays, 11:30 a.m. Its It Happens Every Day show
(five-minute "chat" with Arlene Francis and Bill Cullen) not only
was expanded from one day a week to six on CBS radio (Monday
through Friday, 4:00 p.m.. Saturday, 1:25 p.m.), but is now also
heard on ABC radio (Tuesdays and Thursdays, 2:30 p.m.).
A new TV panel show, I've Got A Secret, m.c.'d by Garry Moore,
has replaced Crime Photographer on CBS-TV, alternate Thursdays,
10:30 p.m. Other Toni shows are: This is Nora Drake, CBS radio;
Arthur Godfrey Time, CBS radio; Arthur Godfrey and His Friends,
CBS-TV; Kate Smith Show, NBC-TV; Grand Central Station, CBS
radio; Warm-up Time, Mutual.
16
SPONSOR
DON LEE'S
RADIO AUDIENCES
ARE SOARING, TOO!
JAN.- FEB. 1952 vs. JAN. -FEB. 1949*
Daytime audience 16.2% higher
Evening audience 13.4% higher
...and network rates are currently
LOWER than the/ were in 1949!
^Pacific Nielsen Ratings, Full network average
audience, Monday thru Friday.
DON LEE GIVES THE MOST COMPLETE,
CONSISTENT, LOCAL COVERAGE OF
THE PACIFIC COAST AT THE LOWEST
COST PER SALES IMPRESSION
OF ANY SALES MEDIUM
The Nation's Greatest
Regional Network
DON LEE
BROADCASTING SYSTEM
1313 North Vine Street
Hollywood 28, California
Pacific Coast rail yards bustle with business, serving
more than 14 million people who live in this vast
323,866 square mile area. Only Don Lee can deliver
your message clearly and consistently into each mar-
ket from its own local network station. In addition to
saturation, only Don Lee can offer you the flexibility
of spotting your sales messages to your distribution
pattern... with no waste.
That's why Don Lee consistently carries more
Pacific Coast regional business (with more regional
shows in the top 10) than any other network. The ad-
vertisers who know the Pacific Coast best also know
the best Pacific Coast sales medium . . . Don Lee.
Represented Nationally by John Blair & Company
JVew and renew
14 JULY 1952
1.
New on Television Networks
2.
3.
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
American Chicle Co.
Dancer-Fitzgerald-
Sample
ABC -TV
57
A Date With Judy; Th 8-8:30 pm; 10 Jul; 13 wks
American Chicle Co.
Dancer-Fitzgcrald-
Sample
NBC-TV
43
Saturday Night Dance Party; Sat 10 min between
9:30-10 pm; 5 Jul; 9 wks
Campbell Soup Co
Ward Wheelock
CBS-TV
40
Double or Nothing; M, W, F 2-2:30 pm; 6 Oct;
52 wks
Colgate-Palmolive-Peet Co
William Esty
NBC-TV
Big Payoff; Sun 8-9 pm; 22 |un; 13 wks
Frank H. Fleer Corp
Lewis & Gilman
ABC-TV
9
Pud's Prize Party; Sat 11:30-45 am; 21 Jun;
13 wks
Footlights Theatre; F 9:30-10 pm 4 Jul 13 wks
General Foods Corp
Young & Rubicam
CBS-TV
26
General Motors Corp
Foote, Cone & Belding
CBS-TV
47
Arthur Codfrey Time T, Th 10-10:15 am; 10 Jun;
iFrigidaire div)
8 wks
Nestle Co Inc
Sherman & Marquette
NBC -TV
Kate Smith Hour; M 4:45-5 pm; 8 Sep; 52 wks
Serutan Co
Franklin Bruck
CBS-TV
58
Battle of the Ages; Sat 10:30-11 pm; 6 Sep; 52
wks
Life Begins at 80; F 9-9:30 pm; 11 Jul; 13 wks
Serutan Co
Franklin Bruck
DuMont
5
Simmons Co
Young & Rubicam
CBS-TV
29
It's News To Me; alt F 10:30-11 pm; 3 Oct; 52
wks
Four Star Playhouse; alt Th 8:30-9 pm; 11 Sep;
Singer Sewing Machine
Young & Rubicam
CBS-TV
47
Co
52 wks
Westinghouse Electric
Ketchum MacLeod
CBS-TV
59
Republican & Democratic National Conventions;
Corp
& Grove
half-hour weekly; 6 Jul; 13 wks
Renewed on Television Networks
Station Representation Changes
STATION
AFFILIATION
NEW NATIONAL REPRESENTATIVE
KCOR, San Antonio
Independent
Richard O'Connell, N. Y. (40 E. 49th St.)
KRSC, Seattle
Independent
George W. Clark Inc, N. Y.
WCYB, Bristol, Va.
Independent
Gill-Keefe & Perna. N. Y.
WEW, St. Louis
Independent
Cill-Keefe & Perna, N. Y.
WMBG, Richmond
NBC
Boiling Co, N. Y.
WSAZ, Huntington, W. Va.
ABC
Katz Agency, N. Y.
WSCN, Birmingham
Independent
John Blair & Co, N. Y.
In next issue: Netc and Renewed on Networks. Netc National Spot Radio Business,
National Broadcast Sales Executives, Sponsor Personnel, ISeiv Agency Appointments
Numbers alter names
refer to New and Re-
new category
V. P. Black
(5)
W. S. Roberts
(5)
John /■'. Reeder
(5)
John E. Wosman
P. E. Harder
(5)
14 JULY 1952
19
14 JULY 1952
\eir and renew
***
4.
New and Reneived Spot Television
SPONSOR
AGENCY
NET OR STATION
PROGRAM, time, start, duration
American Chicle Co
Dancer-Fitzgerald-
Sample
WPTZ, Phila.
1-min anncmt; 6 Jul; 26 wks <r)
American Maize-Products
Co
Borden Co
Kenyon & Eckhardt
WBZ-TV, Boston
1-min partic; 3 Jul; 13 wks ir)
Young & Rubicam
WNBT, N. Y.
20-sec stn break; 30 Jun; 52 wks
(r)
Borden Co
Young & Rubicam
WPTZ, Phila.
20-sec stn break; 4 Jul: 52 wks (i
)
C. N. Coughlan Co
Lewin, Williams &
Saylor
Young & Rubicam
WDTV, Pittsb.
1-min partic; 25 Jun; 5 wks (n)
General Foods Corp
WNBT, N. Y.
1-min partic; 4 Jul; 13 wks <r)
General Foods Corp
Benton & Bowles
WDTV. Pittsb.
1-min partic; 8 Jul: 26 al» wks
in>
Lever Brothers Co
J. Walter Thompson
WNBQ, Chi.;
20-sec stn break; 30 Jun; 26 wks
(r)
Lever Brothers Co
|. Walter Thompson
KNBH, Hlywd.
20-sec stn Break; 30 Jun; 27 wks
(r)
Lever Brothers Co
J. Walter Thompson
WNBT, N. Y.
20-sec stn break; 30 jun; 27 wks
(r)
Lever Brothers Co
j. Walter Thompson
WBZ-TV, Boston
20-sec stn break; 4 Jul; 26 wks
(r)
Philip Morris Cr Co
Biow
WDTV, Pittsb.
1-min partic; 6 Aug; 20 wks <nl
Procter 6 Camble Co
Dancer-Fitzgerald-
Sample
WRCB, Schen.
1-min partic; 1 Jul; 52 wks
Rapidol Distributing Corp
Dowd, Redfield &
Johnstone
WBZ-TV, Boston
1-min anncmt; 5 Jul; 13 wks ir)
Ronson Art Metal Works
Crey
Inc
WNBT, N. Y.
20-sec stn break; 1 Jul; 27 wks
(r)
Ronson Art Metal Works
Crey
20-sec stn break; 3 Jul; 26 wks
(r)
Inc
WRBC, Schen.
Standard Brands Inc
Compton
WPTZ, Phila.
20-sec stn break; 5 Jul; 52 wks
(r)
United Air Lines
N. W. Ayer
WNBQ, Chi.
20-sec stn break; 4 Jul 13 wks
ir)
United Fruit Co
BBDO
WNBT. N. Y.
1-min partic 8 Jul 13 wks (r>
5.
Ailvertising Agency Personnel Changes
NAME FORMER AFFILIATION
Cordon Agnew
Mary Andrew Ayres
Vincent P. Black
E. L. Deckinger
Marvin H. Frank
Porter E. Harder
Anderson F. Hewitt
William E. John Jr
Richard L. Linkroum
Ross McKee
Rod McKenzie
Toby A. Miller
John E. Mosman
David Ogilvy
John F. Reeder
Wilfred S. Roberts
Lusk Robinson
Leonard H. Russell
Cuy S. Warren Jr
Earl Wennergren
NEW AFFILIATION
Radio-TV consultant, N. Y.
SSCB. N. Y., acct exec
Perfex Corp., Milwaukee vp, mgr controls div
Biow. N. Y., research dir
W B. Doner, Chi., exec vp
BBDO. Mnpls . acct exec
Hewitt. Ogilvy, Benson & Mather, N. Y., pres
Rutin. uitt & Ryan, N. Y., acct exec
CBS, N. Y., prod-dir
Cecil 6 Presbrey, N. Y., acct exec
Sherman & Marquette, N. Y., acct exec
Ted Ball, L. A., gen mgr
Biow, N. Y. , vp
Hewitt, Ogilvy, Benson & Mather, N. Y.,
William H. Weintraub, N. Y., acct exec
plans board
Pedlar & Ryan, N. Y.. radio-tv head
Advertising sis, sis prom
Young 6 Rubicam, N. Y. , research operations
superv
D. P. Brother & Co, Detroit, acct exec
William Kostka, Denver
sr vp
member
Ben Sackheim, N. Y., radio-tv dir
Same, vp
Grant, Detroit, vp
Same, research vp
Same, pres
Foote, Cone & Belding, S. F., acct exec
Same, board chairman, chief exec officer
Crant, N. Y., acct exec, superv
Cever, Newell & Canger, N. Y., exec prod
SSCB, N. Y., exec
Same, vp, acct superv
Edwards, L. A., merchandising dir
Harry B. Cohen, N. Y. , radio-tv vp
Same, pres
Benton & Bowles, N. Y., vp, acct superv
Benton & Bowles, N. Y.. tv prod
White. Tulsa, acct exec
Warwick 6 Legler. N. Y.. research dir
Same, vp
MacGruder-Bakewell-Kostka, Denver, radio dir
6.
Station Changes (other than personnel)
KCLF, Clifton, Ariz., formerly LBS, now ABC
KCAN, Kingman, Ariz., formerly LBS, now ABC
KCPH, Flagstaff, Ariz., formerly LBS, now ABC
KTBB, Tyler, Tex., formerly LBS, now ABC
WARN, Ft. Pierce, Fla., formerly LBS, now ABC
WBCU, Union, S. C, formerly MBS, now ABC
WDWD, Dawson, Ca., formerly LBS, now ABC
WCRA, Cairo. Ca., formerly LBS, now ABC
WIKC, Bogalusa, La., formerly MBS. now NBC
WLBE, Leesburg, F!a., formerly LBS, now MBS
WMAW, Milwaukee, call letters changed to WCAN
WTMC, Ocala, Fla., formerly MBS, now NBC
WVOP, Vidalia, Ca., formerly LBS, now MBS
Numbers after names
refer to New and Re-
new category
R. L. Linkroum (5)
E. L. Deckinger (5)
Rod McKenzie <5)
Gordon Agnew ( 5
Lusk Robinson (5)
W. E. John Jr
L. II. Russell
M. A. Ayres
A. F. Hewitt
David Ogilvy
20
More
WHO
Dear Mr. Slielley :
These few lines are just a "Thank
You" note for the article concerning our
son, Robert, which you received and so
kindly sent on to us. I had thought of
writing to you for this but didn't know
whether you kept these articles on file
or destroyed them after they were used.
Bob is our only son and has been over
in Korea since the beginning of the War.
And since I've never had any special
reason for writing to WHO before I'm
going to take this opportunity to tell
you how much our family enjoys your
station and it's the station most often
listened to in our home. We can even
tell when a strange announcer's voice
is heard. We enjoy all your entertain-
ment and what I wouldn't give to be
able to play the piano like Bill Austin,
sing like the "Chore Gang" and that
guy, Gene Godt and his witticism. I'll
bet his wife could choke him some-
times. We even like the chuckles he
provokes from the fellows in the stu-
dio. To make a long story short we
just enjoy all of WHO. Only one thing
that we haven't heard for a long time
that we enjoyed a great deal, Jack Ker-
rigan's singing. The last we heard of
him he was in the office, too.
My "Thank You" has gotten quite
lengthy but did want you to know how
much we appreciated your thought-
fulness.
Mr. & Mrs. Thos. McClelland
Madrid, la.
Dear Mr. Loyet:
This letter is to express the apprecia-
tion of the Iowa Milk Dealers Associa-
tion and Association of Ice Cream Manu-
facturers of Iowa for the fine program
conducted by Herb I'lambeck on your
Radio Station WHO.
We appreciate the fact that Mr. Plam-
beck evidently took a considerable
amount of time to make a study of our
industry which was so interesting and
so capably explained during his broad-
cast Wednesday morning, May 17th.
Thanks again for the splendid co-
operation your Radio Station has given
the Iowa Industry.
John H. Brock way
Executive Secretary
Association of Ice Cream Manufacturers
Des Moines, Iowa
Dear Sirs :
This is to tell you how high we rate
WHO above all other stations especially
for News. We left our home at Greene,
la. last June & have been in Miss., Mon-
tana, Wash., Oreg., Calif., full length,
then here in very south of Texas. We
couldn't get you on the West Coast &
surely were delighted to hear you here.
We heard the basket ball broadcasts &
scores on billboard often & were on the
night our Marble Rock won over Allison
to take tournament. Many lowans here
& all are anxious for the weather items
at 10:15 P.M. often cold there & 92°
here during day. This is a nice place.
Very pretty country —
Mr. and Mrs. Galen R. Gates
Val Verde Motel, Dorma, Texas
To WHO-all!
I am determined to write you a letter
right now, and do you s'pose I can find
any paper?
But I just wanted to greet each and
every one of you and thank you for the
joy you have given us this past year
thru WHO!!
Herb Plambeck, Gene Godt — oh what
a kick I get out of your humorous
episodes! We sure enjoyed the WHO
kids' hour Saturday! Bud Hovland &
Lucia congrats on baby! Jack Shelly —
Song fellows — We love you! In fact we
love. all of you down there.
From all of us
Samuel (11)
Karl (10)
Peter (9)
Tom (8)
Miriam (4)
Knute (11 mo.)
Olaf & Bernice Watne
Gait, Iowa
Dear Mr. Shelley:
I wish t<> express my appreciation for
the emergency broadcast announced by
your station today on the 12:30 News
to locate me. My family had been try-
ing since last night to reach me to
inform me of the death of a member
of my family.
A friend in Marshalltown heard the
broadcast and told me on my arrival
there this afternoon. Many thanks for
your trouble and kindness.
Yours very truly,
L. R. Binder
Des Moines, Iowa
Gentlemen :
This is a note of appreciation in be-
half of the thirty-eight churches in the
Presbytery of lies Moines for airing
the Presbyterian New-, of our General
Assembly meeting at Cincinnati, Ohio.
We wish to thank the sponsors of the
Lowell Thomas program Cor relinquish-
ing their time so that the more than
9800 members of our denomination in
this presbytery might have the oppor-
tunity of hearing the highlights of the
Assembly.
Sincerely yours,
Harold S. Gilleney
Stated Clerk
Presbyterian Church in the U.S.A.
Presbytery of Des Moines
/Ts a sophisticated, big-city advertising man, it may be
difficult for you to realize what WHO means in Iowa Plus.
Day in and day out, our mailbags are jammed with
personal letters of friendship and confidence - "stamp-
of-approval" evidence, from your customers, that WHO
is giving a unique radio service to the millions of
people in Iowa Plus.
WIKI©
+ /or Iowa PLUS +
Des Moines . . . 50,000 Watts
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
FREE & PETERS, INC., National Representatives
14 JULY 1952
21
MORE AND MORE
SPONSORS ARE
JUDY CANOVA
DAVID ROSE
DICK HAYMES
MIMI BENZELL
RAYMOND MASSEY
WORLD STARS
The greatest names in show
business . . . big, dramatic
stars who are big box office
nationally . . . are now avail-
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From hillbilly to Metropolitan
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that's a pleasure to sell !
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Attention-getting, sales-mak-
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WORLD SCRIPTS
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EDDY HOWARD
MORE AND MORE STATIONS
ARE SELLING WORLD!
"/;/ these days, when a
sound economy is more
important than ever,
WORLD sets the pace by
meeting stations' needs in
a bard-headed business
manner. WORLD is tops
in commercial libraries!''
WKOP. 3inghamton, N. Y.
Wally Buman,
Program Director
"We've found that
WORLD, plus production
on the local level, spells
SALES!"
KMOD. Modesto, California
Gene D'Accardo,
Program Director
"WORLD makes a world
of difference in program-
ming and sales . . . this
is no idle statement. On
the contrary, it falls far
short of appraising the im-
provement that has re-
sulted since subscribing to
WORLD!''
WBBC, Flint, Michigan
W. Eldon Garner,
General Manager
"WORLD keeps us well
ahead of the other stations
in this area. We are really
going strong with WORLD
down here and are look-
ing forward to more of
your production master-
pieces!"
KEYS, Corpus Christi, Texas
Ben F. Blackmon, Jr.,
Program Director
■
MONICA LEWIS
WALTER HUSTON
ROBERT MONTGOMERY
THE THREE SUNS
ROBERT MAXWELL
RAY BLOCH
WRITE, WIRE OR PHONE WORLD TODAY
FOR BIGGER, BETTER AND MORE PROFITABLE
PROGRAMMING TOMORROW/
Radio
...and now a
message Worn out spon£?£
TV
by Bob Foreman
T.
he subject of film reruns — that
i>. second showings of TV pro-
grams — is fraught with interest,
moment, and controversy.
There are those individuals who
flatly state it is an imposition on
the public and a misappropriation
of the advertiser's funds to allow
any film a second chance (unless it
be some special classic with a sea-
sonal tradition such as the Amos
'n Andy Christmas radio show or
Lionel Barrymore's Old Scrooge.
Ben Duffy of BBDO, whose
opinion is usually valued in adver-
tising quarters, has a dislike of re-
runs in general. He bucks them
when contemplated for some cli-
ents, saying that they would be
considered as shopworn merchan-
dise.
But even he will concede that
there are times and places where
the second run can have its day.
For example, as an economy. The
price of a rerun is lower, of course.
than the original showing.
As a case in point. The Best of
Groucho films will be given a sec-
ond chance this summer, and I
dare say even those who caught
these specific programs which were
selected from two years of broad-
casting will welcome the review.
I also might add that recently I
had Mr. Duffy nodding (from per-
suasiveness, not from boredom, I
hope ) when I argued further about
reruns as follows:
Any repeat has a vast new audi-
ence available to it. Let's say
you've a top-rating opus like Fire-
side Theatre. You're averaging a
line 35 rating in a big list of mar-
kets. This means that 65% of the
people with TV sets never saw your
-how first time around. Now then
— consider what's happened in
those 50 or 60 markets during the
past six to 12 months since these
specific shows were aired. New
sets were added by the thousands.
Twenty-four per cent more of 'em
in the New York City viewing area
alone meaning that of the 124%
people now available, 89% of them
( 65%-(- 24%) have never seen the
^hows before. And that even be-
comes a higher figure when you
add to your potential audience the
folks who liked your show enough
when they first viewed it to want
another showing.
So the rerun, far from being the
bane of the industry and an alba-
tross about the viewer's neck, be-
comes one way out of the high cost
of TV-programing-on-film.
The simple expedient of chang-
ing the main title from Fireside
Theatre t6*the Gruber Toothpaste
Playhouse or the Eighth National
Bank's Show Window makes it
possible for a local advertiser with
a strictly limited budget (or a na-
tional advertiser buying locally)
to present TV programs of top
duality in any market he so de-
sires.
How soon after the film has run
for its original sponsor it should
be permitted to crop up again, re-
titled and fortified with a new set
of commercials for another prod-
uct is a matter of opinion — ooin-
ion that's usually divided and of-
ten heated. A dramatic program
without continuing characters
would not in any sense compete
with itself if run again within a
year of its original showing. On
the other side of the coin, shows
like / Love Lucy and Groucho with
their very dramatic essence depen-
dent on one or two people present
a different problem. Were these
allows to crop up as reruns for oth-
er sponsors, I'm sure they'd work
against the original advertiser.
That's because the millions who
like the stars now r have to wait un-
til Monday and Thursday to see
their favorites — or do without 'em.
But put a rerun on Wednesday or
Saturday or even later the same
evening, and you lessen more dras-
tically the insistence of tuning in
to the Philip Morris and DeSoto
offerings.
All these items are coming to
the fore these days and are being
discussed fully. From smoke-filled
rooms will come the decisions and
formulae which will, I'm certain,
resolve the problems.
But in the meantime, the rooms
are getting smokier and the discus-
sions louder. Even though things
are a bit trying, it's a joy to be in
at the genesis of this whole dog-
gone thing as we all are.
commercial reviews
/ TELEVISION
SPONSOR: Diff Hand Cleaner
agkncy:* Birmingham, Castleman, &
Pierce, Inc., N. Y.
PROGRAM: Station identifications
The subject of station identifications
has long fascinated me (as anyone who
leads these perorations must realize) be-
cause in the most limited of time slots
they can and must tell a complete as well
as compelling advertising story. They
may employ live motion, opticals, anima-
tion or any of the other film devices avail-
able to make their point, yet all the while
they have to devote part of their visual
field and audio time to the television sta-
tion so it can identify itself. Furthermore,
these spots are still available (usually) ad-
jacent to real high rating shows making
them all the more valuable to the adver-
tiser who can use them adroitly.
This preface brings me to the ID which
I caught one morning for Diff Hand
Cleaner, and for my money (which it real-
ly isn't, of coarse) I'd say that here is a
model usage of the time-buy. It's simple,
forceful, direct and has just enough mo-
tion to rivet the viewer's mind without
confusing it.
The effect is created simply by opening
with :a three-shot of (a) the Diff pack-
24
SPONSOR
No Contest
Between the
Rating Services
in Houston!
Houston's First PULSE REPORT
(April -May 1952) Confirms
HOOPERATINGS through many years
KPRC is FIRST
KPRC
Network Station B
Network Station C
Network Station D
By APRIL-
-MAY
PULSE REPORT, TOO!
Daytime Va Hours
8:00 A.M. to 6:00 P.M.
Monday through Friday
Nighttime '2 Hours
Monday
through Sunday
26
40
1 10
22
4
4
18
HOUSTON
K?^ ■;;-„.....■
N etw° rK c
above N S ,at.o«
60* abOVC Ne twor k Stonon
31.6*
NBC and TQN
on the Gulf Coast
JACK HARRIS,
General Manager
Nationally represented by
EDWARD PETRY and CO.
14 JULY 1952
25
FOR AN ALL-MAINE MARKET
MeBS RADIO IS CHEAPER...
LETS LOOK AT COVERAGE AND COSTS:
Eight Maine daily newspapers offer aggregate cir-
culation of 245,456.*
MeBS — three stations — offers more than 260,000 ra-
dio homes. (Plus multiple-set homes and car radios.)
A quarter page, for example, in eight Maine dailies
costs about $675 (flat rate). Same space in Maine's
two largest papers (one a morning-evening combina-
tion) costs more than $250.
CONSIDER NOW THESE
MeBS QUARTER HOUR FEATURES:
PETE TULLY, political news analyst (Friday eve-
nings) costs $230 (one-time rate).
STATE EDITION, news and editorial highlights
(Sunday afternoons) costs $150.
For more modest budgets, participation may be
bought in either of above weekly programs at far
less cost. Ask for rates on these, or for participation
in top-rated Maine Network News Service, or Maine
Farm Topics with Jake Brofee.
I Consumer Markets 1951-1952/
MAINE
BROADCASTING
SYSTEM
WCSH
PORTLAND
WRDO
AUGUSTA
WLBZ
BANGOR
REPRESENTED BY
WEED 8 COMPANY, Nal, anally
BERTHA BANNAN, New England
age, (b) a pair of dirty hands in close-up
held palms out. As the audio describes
the hand-cleaning action of Diff, a slow
match dissolve takes place during which
the same hands turn clean. Easy, huh?
And a most skillful use of an optical to
give motion while creating a relevant
effect!
sponsor:
AGENCY:
PROGRAM :
RADIO
Social Security
WICC, Bridgeport
Announcements
In order to give this series of critiques
an international flavor, may I mention one
which I caught on station WICC in
Bridgeport, Conn., while I was driving
down from the stix (Westport) the other
morning.
It began with the ring of a telephone
and was followed by a girl's voice stating
that she was "your Bridgeport Social Se-
curity agent." From there she went into a
straight dissertation on the fact that vet-
erans' benefits should be investigated at the
following telephone number. The phone
number was repeated several times.
The announcement was short, to the
point, and well produced. I bring this an
nouncement up mainly to point out the
fact that it's most encouraging to see i
government agency putting across its mes-
sage with the very same sales techniques
that advertisers have long found to be suc-
cesful. It's comforting to see business
getting into government these days.
sponsor:
agency:
program:
Self-seal Envelopes
S. R. Leon Co., Inc., N. Y.
Announcements
Recently I saw this capsule drama on the
WNBT local cut-in during the Garroway
opus and found that it most graphically
revealed the virtues of envelopes that
needn't be licked to keep them private.
Henry Fonda was the protagonist and his
histrionic abilities made it possible for the
advertiser to present his story in dialogue
so that the copy sounded both believable
and informal.
The close-up insert of the way to seal
the product is done effectively and convinc-
ingly. Good use of star and excellent cam-
era work on this product again point out
TV's tremendous value as a demonstra-
tion ad-medium.
26
SPONSOR
This is Milwaukee
dominates
flMffeftMMnta*'.
■ '
% . *
and here's why:
Wisconsin folks make it a habit to keep tuned to WTMJ.
Year in, year out, more people in Milwaukee and Wisconsin
listen to WTMJ than any other radio station.
WTMJ's primary coverage blankets the wealthy Wisconsin
market . . . 628,916 of Wisconsin's total of 968,253 radio
homes.
30 years of radio service to the people of Milwaukee and
Wisconsin has won a steady, loyal listenership for WTMJ,
listenership that pays off in sales results. That's why Ameri-
ca's leading advertisers continue to renew radio schedules on
WTMJ.
Get complete, up-to-the-minute sales facts. Contact your
Henry I. Christal representative. He has facts and figures
to show you how and why WTMJ dominates in Milwaukee
... in Wisconsin.
THE MILWAUKEE JOURNAL RADIO STATION
t
5,000 WATTS • 620 KC •
NBC
^k
Represented by
THE HENRY 1.
CHRISTAL CO. New
York •
Ch
icago
That's what she hi ote.
Seems she and her retired husband spent
most oi their waking hours listening
to kens, but Ion ih! one day the) couldn't
hear us because ol "noise and interference."
Being a direct sort, the little old lady
sat down and wrote some very pointed
letters to our sponsors. Like this . . .
"kcbs has the best <uul most of the programs
toe enjoy .. .but it was almost impossible
to brin (iangbusters tonight!"
"II \<>u gentlemen cannot help I'll go higher!'
"As one American to another I am pleading
with yon h> do what yon can, for this is
really desperate with me!"
I mi igued, we sent an engineer to ( he< k up.
He found the trouble in some faulty
neighborhood wiring and that was that.
But while he was at it he ran standard field
strength measurements which showed
kcbs roaring through the living room with
<h millivolts.
\ow everybody's happy.
We cherish the incident because this coupl
is probably the only one of out t ,093,250
families to feel desperate about us.
1 he othei 1,093,249 families just prefer us.
and listen to 50,000-watt KCBS more than
to any other station.*
CBS Hniliii in Northern California JvvDj
San Francisco ■ Represented by CBS Radio Spot Sales
a
4 • A^ MJ^ s*xX?n<&<f<£
nxjuL ^^/^^^x^S^x llinluyfifc
f>
rcaVictor
wwouMmf
VJood program ideas and top talent
deserve RCA Victor transcription
quality and service. Your material-
spot announcements to full-length
shows— should get the benefit of
RCA's technical experience and
research.
Your order, large or small, is
recorded, processed and pressed in
the country's best-equipped studios
and plants . . . receives world-famous
RCA Victor engineering. Complete
transcribed radio production and
script-writing facilities are available.
Contact an RCA Victor Custom Record
office today:
(i'iO Fifth Avenue
Dept. C-70, NEW YORK 20
JUdson 2-5011
ll"> North Lake Shore Drive
Dept. C-70, CHICAGO 11
WHitehall 4-3215
1016 North Sycamore Avenue
Dept. C-70, HOLLYWOOD 38
miKidc 5171
Write now for our fact-filled
Custom Record Brochure!
custom
record
sales ^
RADIO CORPORATION
OF AMERICA
HCA VICTOR DIVISION
mWWM : Mi'Mit">j
What's New in Research?
30
V. V. Telepulse breakdown of programing bg tgpe
shows 20.8% of time taken up bg feature films
Jan-June, 1951 Jan-June, 1952
PROGRAM TYPES #'/ 4 Hours Avg. Rating #V 4 Hours Avg. Raring
Feature films 3,425 3.1 2,360 3.5
Women's interest* .... .... 1,572 2.2
Kid Shows 1.139 6.3 1,313 6.5
Westerns, Serials 1,047 4.0 1,017 4.7
l\ews 842 3.3 528 3.7
Daytime variety 793 4.6
Home making-service 783 1.6
Quiz-Audience participation 778 5.6 882 4.9
Interviews 752 3.0 344 3.7
Drama & Mysteries 632 13.6 496 15.4
Film shorts 579 1.9 545 1.8
Musical variety 447 5.6 901 4.4
Comedy variety 324 22.3 784 12.8
Forums & Discussions 322 2.5 212 3.7
Boxing 277 7.8 287 8.1
Wrestling 205 2.8 411 4.3
Education & Science 204 2.2 174 2.9
Mime 199 2.6 255 3.1
Comedy situation 180 13.9 133 12.0
Religion 179 2.5 89 6.1
Serial stories 178 5.9 60 3.6
Sports news 168 3.6 90 3.7
Basketball 165 6.2 98 6.3
Test pattern & Music or JSews 146 .3 293 .6
Baseball 130 12.4 315 10.4
Talent 126 12.3 118 11.2
Racing 43 10.2 48 3.4
Hockey 35 3.9
Roller Derby 34 6.1 99 6.1
Cancer telethon 27 10.3
Rodeo
Politics 23 5.9
United Nations 22 3.5
Bowling 20 1.7
Polo match 16 2.3
Soft ball
Mr. & Mrs 10 .7 76 1.4
Misc. sports 5 1.7
President Truman 2 41.3
Miscellaneous 284 1.5 307 3.0
TOTAL 14,541 14,007
* Since July 1951 this category has been divided into "Homemaking-Serviee" and
"Daytime Variety"
Source: New York Telepulse Reports
Comment: Regardless of the fact that New York is the originating point for
four networks, 20.8% of the programing time on the city's six stations is de-
voted, according to the above tabulation, to feature films. Comparison of the
two six-month periods also shows that 45% more quarter hours were consumed
by feature films this year than the previous year. Still other conspicuous trends
are indicated by the increase in the number of quarter hours of programing for
newscasts, forums, situation comedies, soap operas, mysteries, and dramas.
SPONSOR
This here cowboy has throwed
together the dangest, fastest,
zippiest, musical variety
show you ever did hear.
And name guests too! A sure way
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^kk\ YOU BEA» in
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Sm,lty Amce wiU love-
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• over ,; c es *or regional
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advertisers
' „ do 3 commas
• Sn,i,eY "ear's contract
free ^ tion spots by
• Advance promo ^ „ go
Smiley- . _.
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... : ne availao ,e
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cost-sweaters, P v|ewerS/
song books, pon.es,
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■ „ FREE AUDITION
cor YOUR FRfee
FO ■ . or ph°' ,e
write, wire or }
bad.®****
w ;„gSeU, M* MUrV P
k OO»T»OW- .. tua.1
eld 2-4620
.
e mainfiina c£an ela.Jl
on its 30th anniversai
of broadcastin
WCAU
dedicated the world
most comple
radio and television statio
linuatkm m an ideal
On its 30th anniversary of broadcasting, WCAU opened the
doors of its great new radio and television center with the finest
facilities in the world. Here is the ultimate in electronic achieve-
ment, which will result in great advancements in the programming
of news, entertainment, education, and service to the community.
There's everything at hand to increase our ability to produce
the best local programs in Philadelphia and to further our reputation
for creating shows for the CBS network.
We could not dedicate such a building without considering the
responsibility it presents. Ours is a powerful voice . . . and ours is
the precious American heritage of free speech. Both must be carefully
safeguarded. Therefore, this great building is dedicated to the
people in this area that we serve, with the pledge that WCAU and
WCAU-TV will always be "Speaking for Freedom."
HE PHILADELPHIA BULLETIN RADIO AND TELEVISION STATIONS
SPEAKING FOR FREEDOM
PULLING
POWER
That Is Unrivaled
You Need
WHEN
TELEVISION
TOO!
WHEN TELEVISION enjoys
constant viewer preference,
developed from sound pro-
gramming and smart merchan-
dising.
Central New York's rich market
rs reached best through WHEN.
When buying television,
say "WHEN"
CENTRAL NEW YORK'S MOST
LOOKED AT TELEVISION STATION
Represented Nationally
By the KATZ AGENCY
CBS • ABC • DUMONT
(WHEN
J TELEVISION
i umwsE,
^■ I' HJWXHJ-Ji..-.. ---■■'-■■---• '
A MEREDITH TV STATION
34
agency profile
Adrian Samish
Radio-TV v.p.
Dancer, Fitzgerald & Sample
When an agency's client list includes such super air-conscious ad-
vertisers as General Mills. Proctor & Gamble, Campbell Soup, Ameri-
can Chicle, Fallstaff Beer, and Sterling Drug, you know that the
radio-TV department has to function constantly on all cylinders.
Heading up the program end of this complex operation at DFS is
radio-TV v.p. Adrian Samish.
In his five years at DFS, Samish has witnessed TV's ascendancy.
Says Ade, "We have to use TV for our clients in order to continue
to reach much of the same audience we used to reach on radio. For
introducing new products (or established products in new markets)
TV has demonstrated an ability to get sales much faster than radio
ever could."
One advantage of working with "blue chip" accounts is that econo-
mies can be effected by long-range planning. Says Samish, "We use
a considerable number of filmed shows on TV in order to stretch the
clients advertising dollar. With our type of advertiser we can con-
tract for an extensive series of each show we select. For example,
there are 78 installments of Lone Ranger in the can, 52 of the Stu
Erwin Shoiv, and an equal number of the Beulah program. When
you turn a producer loose on a program of that size he can effect
many economies."
"What's more." Samish continues, "we can put on at least a year's
supply of programs before starting reruns. In addition to the basic
economy of using the same film again, we get excellent ratings on
reruns, in some cases even higher than on initial showings."
Much of Ade Samish's savvy in radio-TV production is the result
of his diversified training. Family conditions forced him to get out
and hustle after two years of high school. He started in show busi-
ness as office boy to Monte Proser, New York nightclub operator;
did some songwriting for the Shuberts and learned stage manage-
ment under producer Chester Erskine.
Ade made his advertising debut with Arthur Kudner's agency
where he directed the True Story program for a year and a half. He
joined Y & R as a producer and director, remaining there eight years.
The next four years were spent at ABC as v.p. in charge of radio-TV
programing. Samish came to DFS in his present capacity in 1947.
In addition to his wife and two children, Samish's Bedford Valley
acres arc shared with a keimclfull ot boxers, which he breeds, raises
and shows. * * *
SPONSOR
All It Took was an Appetite...
... To earn Jonah an unusual cruise.
But you just can't keep a good man down, whether he be a Prophet or a radio
personality!
The Omaha, Council Bluffs area has a "whale of an appetite" too, for the fare
dished out by KOWH's eight top radio personalities. Seeing's believing, so get a
load of the below Hooper share-of-audience averaged for October, 1951 -May,
1952, 8 A.M. -6 P.M., Monday through Saturday!
36.3 %
Largest total audience of any
Omaha station, 8 A.M. to 6
P.M., Monday through Satur-
day! (Hooper, Oct., 1951 thru
May, 1952.)
Largest share of audience, in
any individual tune period, ot
any independent station in all
America! (May, 1952.)
Sta. "A"
Sta. "B'
OTHER
STATION RATINGS
Sta. "C
Sta. "D'
Sto. "E"
_□.
iffilf
O M A
General Manager, Todd Storz; Represented National!/ By The BOLLING CO.
.dependent Station"
Serving the Community Well
without regard for reward
rewards the servant richly
with the Community's Regard
Recent Telecasts in the Community Interest:
EXPERIMENTAL TELECASTS OF MINNE-
APOLIS SYMPHONY: The series earned a
Pulse rating of 1 9 . . . on Saturday
afternoons !
FIRST PUBLIC SCHOOL INSTRUCTION ON
TELEVISION: When a janitors' strike
closed schools during a winter semester
. . . children watched teachers on TV,
worked out lessons, sent them in. First
such instruction in the United States.
Entire programs planned and executed
by school system. We supplied Channel
4 and technicians.
A MILE-LONG CHRISTMAS GREETING
SCROLL TO JAPANESE SCHOOL CHILDREN:
St. Paul and Minneapolis boys and
girls were sold the idea just before
Christmas. Whole schools were tele-
vised signing the scroll . . . which was
flown to Tokyo.
TELEVISION USED FOR MASS INDUCTION
OF 20,000 MEMBERS OF SCHOOL PATROL:
Police officials conducted ceremony
while school patrol units took oath
watching the TV screen in schools.
t0&
CBS • ABC • DUMONT (Affiliate)
Nationally represented by FREE & PETERS
ST. PAUL
MINNEAPOLIS
36
SPONSOR
How to use
this issue
Chart at right is
your i nl rod m* I ion to
1952 Fall Facts
r T guide readers through the thou-
sands of facts which appear on the
236 pages of this sixth annual Fall
Facts edition, sponsor herewith pre-
sents a chart capsuling the issue's high-
lights. It is designed as a quick intro-
duction to what is the largest issue in
sponsor's history.
As the chart indicates, there are
eight major Fall Facts sections: Net-
work Radio; Spot Radio; Radio
Basics; Network TV; Spot TV; Tele-
vision Basics; General (including film
and miscellaneous topics); and Inter-
national Basics. Each of these major
sections is further divided under con-
venient headings and most of the text
is in quick-reading, question-and-an-
swer style.
This issue is intended as a tool for
buyers of air advertising to use in
making immediate fall decisions and
throughout the year to come. It con-
tains two kinds of information, basic-
ally: (1) industry trends and (2) re-
search facts and figures about the air
media. In the Network Radio section,
for example, is an analysis of the out-
look for a rate cut by this fall. In each
of the three Basics sections are dozens
of charts and graphs summing up the
dimensions and characteristics of com-
mercial radio and TV in the U.S. and
throughout the world.
You'll want to keep this issue handy
as a reference and reprints of each of
the Basics sections as well as sponsor's
TV map in color will be available to
subscribers requesting them.
Turn page for summary of
key radio-TV fall trends
14 JULY 1952
Highlights of Major Features in This Issue
SECTION
radio
BASICS
( spct TV J
television
BASICS
general
(with TV film)
international
BASICS
MAIN USE TO YOU
Sums up rate cut outlook, trend
in fall programing, show prices,
ways you can buy nets today;
includes available net shows list
Pinpoints availabilities picture,
what will happen to station
rates in fall, trend to increased
activity in station merchandising
14 pages of charts covering
radio's dimensions, listening
habits, costs; provides answers
to virtually any factual ques-
tion about the medium
Tells how much costs are going
up for fall, how latecomers can
get into TV; includes available
net shows list and television
map of the U.S.
Covers your chances of getting
better availabilities now, rates;
describes how reps, buyers
work to standardize I D.'s
Charted are sets by markets,
average ratings and cost-per-
1,000's by show types, plus
dozens of other TV fundamentals
Rundown on TV film trends and
lists of film shows, producers,
syndicators make up first por-
tion of section. Also covered
here are research, miscellane-
ous topics
Four pages of charts sum up
commerical radio-TV abroad; in-
cludes world map of all nations
having commercial stations
STARTS ON
Page 43
Page 65
Page 99
Page 131
Page 155
Page 169
Page 185
Page 227
Transit Radio which puts FM music and commercials
busses, is ready for expansion to more markets now that it
has licked Ms opponents in Supreme Court. For details on
sponsors who have bought Transit Radio see puge i) I
Booming now that radio nets have slowed programing efforts are transcrip-
tion firms. Reports of increased business are universal with Ziv's "I Was a
Communist for the FBI" one of season's big hits. Man above is ex-FBI
agent on whose life story Ziv based its half-hour program .VC»t» fHiae 7H
Every phase of air advertising changing
more rapidly than in any previous fall
Never before in the history of air ad-
vertising have so many things been
happening so quickly. In every branch
of the business, evolution is on the
move. A complete picture of all of
these changes is painted under appro-
priate section headings in the pages
that follow. But here is an over-all
look at the key radio-TV trends de-
signed to tie some of the Fall Facts
issue strands together.
(The pictures appearing on these
pages give you an illustrated sampling
of trends and topics covered exten-
sively elsewhere. )
The story of air advertising for fall
Questions about UHF television are in minds of many advertisers and station people. Here
FCC Commissioner George Sterling explains phases of TV allocations to several broadcasters at
recent Maryland-DC Broadcasters meeting. Shown from I. to r. are Tony Provost, WBAL; Mr.
Sterling; Jack Surrick, WFBR and E. Jett, WMAR-TV, all Baltimore stations see page 152
1952 has to start with television. For
virtually everything that's happening
in radio today stems from TV's bean-
stalk growth in the past few years and
its potential for multiplying itself many
times over in the next few years.
Within network radio, the big TV-
created problem is how much to charge
for time. CBS is expected to be the
first network to reach any decision.
The thinking of CBS strategists is that
time costs have to come down under
pressure from advertisers. But the net-
work's affiliates are firmly opposed to a
rate reduction and it is probable that
their fiery opposition will prevent an
official cut before the first few fall
months have elapsed. Meanwhile, sales
efforts at all the networks continue
vigorously, with no stalemate in con-
tract signing to match the horns-locked
position of CBS and its affiliates. In-
creasing flexibilitv in the way you can
buy time is the rule as the webs seek
to give their wares the maximum in at-
tractiveness to clients.
It's interesting to see that the same
kind of flexibilil\ thinking also prevails
among the sales strategists in network
television. Network participating shows,
co-sponsorship, and skip-a-week spon-
sorship are all being built into the
sales structure of network TV from
early in its history. The reasoning here
is not that there's any present scarcity
of sponsors but that, when nationwide
SPONSOR
Radio statiors are mcrchandising-conscious. WTOP, Wash., D. C,
has plan tied in with Mark Evans of Washington "HPL" Here Cy
Seliznow, Food Fair prom, manager and Evans are at counter dur-
ing record-breaking Mark Evans week promotion si*€' |MI(Jt* 70
WNBT, New York, tie-in with Grand Union includes presence of
stars at store openings. Here Jinx Falkenburg arrives by helicopter
for ceremony. In return for such cooperation, stores are givino
point-of-sale push to WNBT-advertised products St'V fUtfH' IHU
TV comes, ways will have to be found
of splitting the high cost burden among
a larger number of clients. It's felt
that television must evolve in the direc-
tion of magazine advertising, with ad-
vertisers buying a portion of a show
for any desired period the way they
buy magazine pages.
Thus both network radio and net-
work television are moving in the same
direction: toward greater convenience
for the client.
Spot radio, unlike network, is not
feeling much pain from TV. Business
is good on most stations even in TV-
saturated markets. That's particularly
true of mornings where you actually
have trouble getting availabilities.
However, the stations aren't compla-
cent. They know TV has had an im-
pact on their audience at night as well
as in the later afternoon periods. Many
stations are doing their best to make
up for any present or anticipated audi-
ence drop-offs by increasing their mer-
chandising activities. This isn't the lip-
service kind fashionable among some
outlets during their halcyon days. This
is we-mean-business plugging to help
clients really move goods at point-of-
sale.
Rapidly expanding their billings are
the transcription firms, also to be con-
sidered a part of spot radio. They feel
that the impact of television on network
radio programing — sweeping stars and
name attractions away before it — pre-
sents their ideal sales opportunity.
They are exploiting it to the full,
hoping to increase the number of re-
gional and national clients who bin
transcribed shows for use in markets
of their choice.
The TV equivalents of transcriptions
-film shows — are enjoying similar
boom opportunities. There's a feeling
among some ageneymen that network
TV, magazine-insertion pattern or no,
may not remain an important program-
origination factor. Their thesis is that
film can do anything — except news
events, sports, and quiz shows — better
than live. They reason, therefore, thai
stations will take network feeds only
for a few stellar events and roll their
own from the film reels where dailj
show staples are concerned.
No matter which way you look in
radio and television there are signs ol
rapid change — an I plenty of unan-
swered questions. It won't be a peace-
ful year for the men in agency an I
client offices who have to scan the
pieces and put together their own par!
of the puzzle. It is to make their job
easier that this issue of sponsor was
designed. **+
Many American firms sell and advertise profitably via the air abroad. This issue, for the first
time in any trade paper, SPONSOR compiles detailed data on air advertising internationally.
Shown below are an Esso news show on Radio America, Lima, Peru, and Rita Hayworth beinn
interviewed in 1948 on Radio Monte Carlo. For start of International Basics «<»«» |Jttff<? 227
14 JULY 1952
39
NEITHER FEAR OF SHORTAGES NOR RELUCTANCE TO BUY PREVAIL TODAY. THE MONEYS THERE FOR THOSE WHO SELL HARD
Economic outlook for fall
Purse strings are loosening but . . .
. . . you won't make Kales automatically. Hard-hitting advertising is
more important than ever before in present return to "normal" conditions
over-all
As near as the economic
prophets consulted by spon-
sok can tell, business this fall will carry
on at a brisker pace than during the
spring. 1 here is already evidence that
the consumer is beginning to spend the
greenbacks he merely flaunted in the
face of retailers during the past fall
and winter.
There wont be an) wild buying like
there was during the year following
ihe invasion ol South Korea. Goods
are plentiful for the most part, the
40
economists say, so the consumer will
buy what he "needs" — no more and
no less. It's beginning to look like that
elusive thing called a "normal" econ-
omy.
What does this mean to the adver-
tiser? Generally speaking, it means
that the consumer will buy your prod-
uct if he"s convinced l>\ your sales
message. Or, to put it in the negative,
if he doesn't buy your product, it's not
because he's hoarding money, it's be-
cause your argument simply isn't good
enough to make him want to buy.
This is a time for sharpening sales
tools and sales ideas, say the experts.
Isn't it always, you may ask? Not
necessarily. Fifteen months ago the
consumer bought because he was afraid
of shortages and eight months ago he
resisted sales appeals because he had
"overbought" seven months before.
Now. the pendulum is beginning to
suing back again but neither of these
extreme conditions will prevail in the
fall. Therefore, advertising will be a
SPONSOR
more important factor. Radio and tele-
vision, the country's major mass me-
dia, will play a particularly important
part in keeping the economy's pipe-
lines from clogging up again.
The foregoing analysis is, of course,
an "'averaged" summing-up of man)
factors. Each industry has its own pri-
vate cycle and its own individual prob-
lems. Furthermore, when the econo-
mists say certain sales trends will take
place they may merely be projecting
a present trend, that is, assuming it
will continue in the same direction.
All advertising media will probably
benefit this fall as business swings to
acquire the dollars consumers are
spending more freely now. But radio
and TV will probably benefit in great-
er proportion. Radio, as the country's
lowest-cost national medium, and TV,
with its powerful impact, are synony-
mous with mass selling.
A danger some economists see is that
firms here and there will fail to rec-
ognize that the present loosening of
purse strings is by no means a flood
of coin. The money's there, but con-
sumers have to be sold hard — first via
advertising and followed up at the
store counter. Firms which neglect ad-
vertising and selling on the theory that
the nation is traveling through a demi-
war economy may be burned badly.
The biggest question mark today is
the steel dispute, apparently far from
settlement as sponsor went to press.
A relatively short steel strike could
mean merely delayed demand for prod-
ucts which depend on steel. A protract-
ed strike, however, would eliminate
some sales completely. For example:
a prospective auto purchaser will wait
a few weeks in the early summer to
get the car he wants, but may not buy
at all if he has to wait until fall.
The money this man does not spend
may or may not be spent later on other
products. However, when money en-
ters the monetary stream at a slower
rate, it tends to have a depressive ef-
fect, according to economic theory.
Even more important is the amount of
purchasing power lost by striking steel
workers and those laid off because of
steel shortages.
Putting the steel strike aside, what
are the factors that make the profes-
sionals think business will be brisker
in the fall?
First of all, retail sales have already
been picking up and there are no storm
( Please turn to page 223 )
l/W. FEB. MAR. APR. MAY m. JtltY AI& SEP. OCT. W1V. DEC. ' JAtt FTB. HAH. APR. MAY
source: federal RESERvr board figures
JUH
Department store salt's
All retail sales and inventories
1940 42 44 46 48 50 1950 1951 1952
SOURCE: OEPARTMENtOf COMMtftCf
C'onsunter ineome, sarinas, and spending
8ILLI0NS OF DOLLARS
■ .. .■■'"::......
NONJURABE GOODS j&
DURABLE GOODS ^
Sponsor cheek list
bote to use broadcast advertising}
&
Determine what you expect broadcast advertising to do
for your organization.
(The nine items cover general requirements of manufactur-
ing and sales organizations but each organization has its
own peculiar problems. These must be ascertained in ad-
vance or else any advertising campaign will probably fail.)
a. Force distribution
| [ b. Move product
c. Build prestige
d. Build brand name acceptance
I I e. Improve dealer-manufacturer relations
f. Impress stockholders
g. Improve employee relations
h. Supplement printed media advertising
I. Carry organization's primary advertising burden
Make certain that talent pictures, biographies, and full I
program information (week-by-week details) are available I
to everyone requiring them. |fc
] Plan tie-in advertising, point-of-sale material, dealer mail-
ings.
(Correlation of all advertising activity with broadcasting
pays substantial dividends.)
| Plan the program debut as a show, not as an opportunity
for organization executives to discourage listeners through
long talks.
| See that effective on-the-air promotion of program starts
at least two weeks before the program makes its bow.
(Free network and station time is available, but many
advertisers are finding it productive of sales and increased
audiences to buy bigger announcements to supplement
what the stations and networks do.)
| See that a complete promotion kit goes out to stations
(if yours is a network program, the web's publicity de-
partment will work with your agency and your advertising
manager on this).
Determine territorial coverage desired.
Centralize responsibility for broadcast advertising.
Working with your organization's advertising agency, select
the broadcast form (spot radio, network radio, TV, FM,
storecasting, transit radio) to carry the campaign.
Build or buy the proper program or announcement to reach
the market for the product.
With the program and stations or network selected, hold
conferences with your staff so that the entire organization
knows the campaign and its objectives.
Hold district meetings with your sales staff, briefing them
on the broadcast advertising campaign. There should be
preliminary meetings during which ideas of the sales staff
In the field are obtained on the campaign.
Set up a public relations conference with network or station
publicity men, your organization's publicity department,
agenoy's press staff, independent public relations men of
talent, and perhaps package owner publicity men.
(Working as a team, these men can increase the audience
of any program. Without organization and cooperative
operation, waste through duplication of publicity material
is inevitable.)
1 | Establish a publicity plan for the campaign.
Make certain that everyone involved knows the person
in the organization who is responsible for your broadcast
advertising.
(That executive must be briefed on not only what the
broadcast is supposed to accomplish but on the public
relations aspects of the program as well.
] Design a dealer and distributor promotion kit on the
program.
(Make certain that the material does not duplicate that
which network stations will use for the same purpose.)
| Once the program has started to build its audience, travel
it around the country.
| Formulate plans for continuing promotion. Only through
week-in-week-out exploitation ' can a new program really
be sold to its full audience.
Tie program in with all merchandising and advertising
plans.
| | Make certain that everything that is done promotion wise
(guest stars, special exploitation, etc.) reaches the pub-
licity departments of the stations, networks and your dis-
tributors and dealers in time for them to obtain newspaper
space.
Plan mail-pulls (contests and give-aways) far enough in
advance so that they may be merchandised at the point-
of sale as well as on the air.
| Don't forget to write "thank you's" to the stations that
make promotion reports on your program.
Where possible have product packaging include refer-
ence to the program.
I Check newspaper reaction to the program.
(A special pness clipping order is broadcast advertising
life insurance.)
'Broadcast advertising is a living thing; it requires broadcast-by-broadcast watching, nursing, cultivating. It's a product that is being sold as
well as one that is selling for you. Broadcasting has to be worked at and with to return full dividends. The easy way is the non-productive way.
network
radio
Rate cut hangs in balance
Network radio, realistically speaking, appears to be the onl\
sector in the broadcast advertising field in what might be
described as a state of abeyance. Persistent reports of an
impending CBS rate cut have had this unsettling effect: Ad-
vertisers and agencies conjured with the thought that some
such action — if adopted by all networks — might stabilize the
price structure and curb under-the-counter and special deals;
affiliates saw such cuts as imperiling not only their income
from the networks but their local and national spot frame-
work; the networks themselves pressured, on one side, by
some major advertisers for a reevaluation of the medium and
harassed, on the other side, by competitor price-war tactics,
have been groping for a solution for both affiliate and buyer.
Now that CBS and their affiliates have come to an under-
standing that no action affecting rate adjustments will be
taken unilaterally — though the basic problem is not consid-
ered settled — the networks generally are moving ahead with
recharged effort to sell advertisers on the idea that radio can
still perform on a maximum sales level at minimum cost.
The ensuing pages give factual data on net radio's advan-
tage over other media in cost-per-1,000. Flexibility in buy-
ing remains a top lure among the networks, as well as the
various merchandising plans — all noted herein.
14 JULY 1952
I6.IH- 4iil si. -II us
II
Flexibility in soiling'
16
BoxKt'oro on network spon-
sorship
Hi
Merchandising
47
Politics on the air
17
Top ;is:rii; u-s and clients
50
ltiisiness outlook
50
Program trends
50
Costs
5 1
Network coverage
5 1
Nielsen replies to S.UI on
coverage
51
Available network pack-
ages, list
56
43
\etivork radio yetting boost from TV as Pat Weaver tahes over DIBC radio programing, CBS 1
Sylvester L. (Pat) Weaver's new authority over radio as well as TV programing (left) with Dave Garroway whose "Today'' show he conceived as a way of ex- 1
at NBC marks an important turn in the road for net radio. Henceforth it may tending net TV to morning hours. Picture immediately above is of Goodman L
rely strongly on TV-built names and programing ideas. Weaver is shown above and Todson "What's My Line" TV show being brought over to CBS Radio for |
Rate cut stains
Q. Are there any indications that
a rate cut is coming this fall?
A. Overt, no; behind the scenes, yes.
Before spelling out the connotations
of this double answer, it would be help-
ful t© look back over what led up to
the 1-2 July meeting; of some 160 CBS
affiliates in New York.
i This rump session, after passing a
resolution demanding that CBS dismiss
any thoughts of rate cutting it was
rumored to have, invited the network's
top dignitaries. William S. Paley and
Frank Stanton, to explain the network's
intentions, il any. with regard to a
rate adjustment. Out of the latter meet-
ing came an assurance from CBS that
the networks rate card would not be
revised without affiliate consultation.
An alliliates committee was appointed
li\ the same rump session to meet with
CBS later in the summer. Purpose: to
discuss any proposals that (IBS may
have in respect to the rate situation.)
Network radios rate problem is a
44
natural outgrowth of TVs rise. The
introduction of any revolutionary de-
velopment is bound to have tremendous
repercussions and television intro-
duced, obviously, the revolutionary
factor in the broadcasting industry.
For the first time since its inception
radio, starting from at least 194o, has
had to share home audiences with a
competitive communications medium
and. what is more pertinent to the sub-
ject in question, the advertising dollar.
As the TV audience expanded, the big
national advertisers, generally speak-
ing, sought to span both radio and TV
by shifting their advertising budgets,
\\ ith newspapers feeling the nick the
hardest.
Suddenly — and this might be dated
1950-51 — these advertisers started ap-
plying the scalpel to radio. As the ra-
dio dollar networkwise grew scarcer,
the industry, instead of setting up ma-
chinery for controlled adjustment, re-
sorted, in some quarters, to a bargain-
counter economy. More often than not
rate cards were discarded and special
deals became the vogue.
In the spring of 1952 this uncon-
trolled economy of an industry reached
the crisis level. Nabobs among na-
tional advertisers, as fall renewal dis-
cussions came up with the top net-
works, flashed the latest quantitative
radio rating figures and "hinted" that
conditions called for rate adjustments.
Now to get get back to the "no" and
"yes" answer to the question posed
above:
The "hint" has up to this moment
been met in two ways. Quite a num-
ber of advertisers have obtained their
"adjustment" in the form of reductions
in the price of the program. At least
one of the bluest of blue-ribbon adver-
tisers will return its stable of programs
to the air this fall with a definite re-
duction in rates. What the network has
apparently done here is meet what it
considered a desperate situation with
a calculated risk. CBS is banking on
the expectation that it will be able to.
at the opportune lime, prevail upon its
alliliates to agree to an adjustment in
the nighttime rate structure. If this
fails, it will have to write off the differ-
SPONSOR
converts TV show for radio
the fall under Philip Morris sponsorship. PM is also the show's
TV sponsor. It's anticipated that trend to bring TV shows
over to radio will grow, in some cases via taped soundtracks
ence as so much less profit. In the
meantime the network will have kept
its commercial schedule on an even
keel, and can still hope that the circu-
lation represented by this schedule will
attract enough other business to make
up the difference.
Reduced to specific terms, the prac-
tices just described can be construed
as a rate cut: the advertisers involved
will not be paying their time bills ac-
cording to the stipulations of the rate
card officially now in effect. And, if
it's a program "deal," these clients will
now be paying only what it actualh
costs to produce the show. The ar-
rangements are, in effect, a behind-the-
scenes rate cut. To be an overt cut the
present deals would have to be avail-
able to any advertiser and listed as
such. As the procedure now prevails,
the cut is subject to negotiation.
What makes it doubtful whether a
rate cut will be introduced this fall is
the temper of opposition displayed by
the 180-odd CBS affiliates in New York
during the two-day session in early
July. CBS will submit some time in
14 JULY 1952
August a documented reason for a cut.
It will go to the committee appointed
by the affiliates.
CBS has in hand contracts signed
by 166 affiliates which grant the net-
work complete authority to revise the
station's network rates. The affiliates
gathering 1 July petitioned the network
not to exercise this legal authority.
The indications are that when CBS
does present its reasons for a cut,
along with a formula for the reduction,
it will proceed with low-pressure tac-
tics, all of which are expected to en-
tail several months of negotiation.
Q. Would the rate cut be retro-
active?
A. The indications are that any rate
cut will not be retroactive, unless it is
so stipulated in individual sponsor con-
tracts. It is understood that the spe-
cial deal contracts that go into effect
in the fall bar the sponsors involved
from benefiting from any rate card ad-
justments which may materialize for
the run of the 1952-53 season.
Q. How much would the cut be?
A. CBS is reported to have 25% in
mind, but this is stoutly denied. Any-
way, under the assurance CBS has
given its affiliates, the amount is sub-
ject to negotiations with the stations.
Q. How about the other networks
with regard to a rate cut?
A. They are all for the time being
sitting quietly by waiting to see what
happens between CBS and its affiliates.
If CBS announces a rate cut, it is in-
evitable that the other three networks
will follow suit almost immediately.
The probability is, however, that none
of them will act before CBS which was
the first to cut rates in 1951. The move
that year came as somewhat of a sur-
prise in contrast to the present state of
prolonged anticipation.
Q. Will a rate cut result in sta-
bilizing the rate structure?
A. The "pro's" and "con's" on this
one are as resolute as they are miles
apart. CBS thinks that a cut would sta-
bilize the structure by pegging rates
at a more realistic level. The contrary-
position is that there's nothing to pre-
vent a competitor from continuing his
under-the-counter tactics; all be has
to do is put out a rate card meeting any
official adjustment and then proceed
as usual to granl special deals. Argue
the con's: \ se< ond round of rate cuts
would be just another case of tempor-
izing with a critical problem which
calls for solution on a broad and all-
industry scale. By yielding to one ex-
pediency after another the industry
only creates that more confusion and
question about the medium in the mind
of the sponsor.
Affiliates are concerned that network
radio may be entering into a vicious
cycle era, with network rates being cut
to attract clients and clients hesitating
to buy network radio because the rate
lowering downgrades it in their minds.
Moreover, say the affiliates, cutting net-
work rates any more would force them
to drop some of the services they now 7
give to their communities. I'.ven worse,
it would probably brinj: about cuts in
rates for local and national spot time
where business is now good.
It's for these reasons that the affili-
ates are battling so vigorously to hold
the rate line. They believe advertisers
can be sold on the continued value of
network radio at present prices and
many have suggested some kind of in-
dustry program along research lines.
Meanwhile, the attitude of adver-
tisers is that the present unstable rate
structure, with deviations from the rate
card, is unhealthy for both the radio
people and the sponsors.
ABC major programing trend is to use of hill-
billy d.j. programs like Cal Tinney (below)
45
■■■■
ittutti
Flexibility in selling
Q. What are the networks' sell-
ing plans for the fall?
A. Flexibility seems- to he the by -
word for all the networks. In other
words, let the sponsor tell them whal
is wanted, and the size of the network
and the share of the program will be
tailored to fit. Individually, the net-
works are making the following plans:
NBC is prepared to offer any com-
bination of programs and stations that
ma) he desired. This would include
one-shot hu\> on established sustain-
ing programs, or saturation purchase
of one of several programs for a spe-
cific period of time. NBC also still has
the Tandem type of operation in which
several participating sponsors may buy
into several shows on different nights
in the week. Or, if the sponsor chooses,
he can take advantage of the some-
what dormant Guaranteed Advertising
Attention and Market Basket Plans.
(Latter plan is a Tandem-type opera-
tion with programs scheduled on kev
shopping davs of the week and with
local cut-ins for participating super-
markets made available on each pro-
gram. )
ABC spotlights its Pyramid Plan,
which assures a sponsor the three top
programs virtually regardless of the
length of the sponsorship. Network
has further reinforced the plan b\
moving one of the three shows in-
volved to Friday night, one of its
strongest programing nights of the
week. Unlike similar plans on the oth-
er webs, tbis one accords a sponsor
insured discounts on frequency. Dur-
ing 1951-52. ABC estimates, the Pyra-
mid Plan averaged the lowest cost-per-
1.000 of any participating nighttime
program plan on any network.
( l!> apparently has no -| ifnallx
new selling plan ready for unveiling
at this time. Nor has Mutual.
Q. What have advertiser reac-
tions been to the network radio
program saturation plans?
A. Some have found them quite effec-
tive, especially with respect to getting
quick action in announcing the advent
of a new car model, introduction of a
new package, a reduction in price, and
the like.
On the negative side there are such
points as:
I 1 I The exposures don't come in
the best and most telling sequences:
1 2 I while the shows are easy to buy.
it is difficult to allocate or validate the
results: (3) such plans aren't always
something that can be merchandised
to sales forces and to dealers; (4)
they lack the vital promotion that an
advertiser of stature likes to put be-
hind his own program. However, dis-
tributors, especially in the automotive
and electrical appliance fields, continue
to have a strong yen for this kind of
radio operation, and hence these plans
have a substantially promising outlook
for the coming season. The majority
of the netyvorks are convinced that the
saturation device will meet with great-
er sponsor acceptance each successive
season and will become as ingrained a
part of the business as the spot an-
nouncement.
#/o.v.wo#°c* on m*4ii'in°ii sponsorship
Number of sponsored net radio shows
by product groups
No, of shows
Sponsor classification
I4>;>1
(1 Jan.^ 1952
thru 15 = (April)
Oct.) |
Automobiles & Accessories
5
Beverages
8
Clothing
3
Confections
5
Cosmetics, Toilet Reguisites
12
Drugs & Drug Products
15
Foods & Food Products
28
Gasoline & Lubricants
9
Home Furnishings
11
Institutional
11
Insurance
5
Jewelry & Accessories
2
Miscellaneous
10
Publications
2
Religious Groups
7
Soap & Soap Products
Tobacco
1J
8
8^
12
26
11
11
5
Number of sponsored net radio shows
by program types
Type of program
No, of shows
1951 1952
(Ort.) I ipril I
Children's Variety
3
2
Comedy-Variety
9
7
Comedy -Situation
13
6
12
Commentary, Interviews
7
Drama: Straight Drama
14
13
Juvenile & Western
8
13
Mystery & Detection
21
20
Farm Programs
2
3
Film News
3
Forums
1
1
Health Talks
1
1
Home Economics
2
3
Musical & Musical Variety
24
22
News
27
26
Panel Quiz
Quiz & Participation
16
12
Religious
Serials
Sports
34
9
Variety — Straight
Variety — Talent
8
34
8
8
2
46
SPONSOR
Mutual merchandising puts point-of-sale pos-
ters in IGA stores across U. S. Summer mer-
chandising experiment of net has picnic theme
Merchandising
Q. Have the networks anything
new in merchandising plans?
A. CBS states that it lias one in the
works that can't be announced for sev-
eral weeks. Mutual may have some-
thing to report on the resulls of a
major test recently launched in con-
nection with its own merchandising
system, the Plus-} alue Stores. I sin"
5,500 Independent Grocers' Alliance
Stores as a base. Mutual set out to tie
in its clients with hundreds of thou-
sands of display pieces and much other
promotion in 30 states on a limited
two-week run. The network's theory
here is that a year-'round network plan
is "impractical, unimaginative and too
costly for the sales traffic to bear if il
is to be done with honest results."
NBC's merchandising service, which is
completely free to network clients, is
moving along sprucely. Several prod-
uct jobs have already been wrapped
up with gratifying results, as a batch
of letters received by NBC show.
Politics on the air
Q. How will the Presidential cam-
paign affect selling in network
radio?
A. Nighttime business being what it
is. the networks are out to pitch for
campaign business with hammer and
tongs, and. if necessary, some stretch-
ing of the frequency rules and other
conditions. Mutual, for instance, has
announced that political business will
be entitled to the same 13-or-more-
weeks' discounts as allowed other types
of accounts, and that it won't even be
necessary for a party to occupy the
same spot to benefit from the dis-
counts. The theory here is that il
would be impossible to furnish the
same spot to any one political account
as ordered, since time preemptions
usually come on short notice.
The sales departments of the four
NBC has cross-U.S. staff of merchandising men
who help stations place poster material like
this in stores carrying goods of its sponsor?
14 JULY 1952
Av 0Rui NBC
'
WUki:;
MAN
x
\
• «« • •
i
:
u
M-fJivLlli^'
LOW
Mister PLUS stands for the one network that dominates radio listening -
by nearly 2 to 1-throughout " N on -TV America" . . . that 45-state market
where 60,000,000 customers live and listen. . .where there are as many radio
homes as there are TV sets in the entire U.S and where Mutual has
416 stations, more than the other three networks combined.
Actual Listening in Non-TV America
(Day and Night all week long)
This chart summarizes the findings of a 1,000,000-
interview study (by J. A.Ward, Inc., Feb-Mar, '52) in
151 markets in 45 states . . . distributed for accurate
sampling of the total U.S. area where TV cannot
be seen. Included, in proper proportion, are non-MBS
markets, MBS-only markets, and markets shared
by MBS with 1, 2, and 3 other network stations.
Complete documentation of Mutual dominance
is available on request.
the
UTUAL
network of 560 affiliated stations
. . . THE NUMBER ONE ROUTE
TO NON-TV AMERICA . . .
AND THE LOWEST-COST ROUTE
TO ALL AMERICA
Mister PLUS also stands for the one network that traditionally offers the
lowest-cost route to sales success in all radio. Today especially, Mutual
is so geared to the current advertising economy that its clients can continue
to depend on the lowest-scaled rate card in the business— and consistent
delivery of PLUS -values which no other broadcasting network can match.
•II
networks expect that the joint income
from this source will he as big as it
was in the 1948 campaign, despite the
interim expansion of TV. The) base
the estimate on the belief that the small
town and rural vote will loom even
bigger in this campaign and that to get
to it the parties must use radio with
even greater intensit) than the\ pro-
pose using TV. Then again, on radio
it will be easier to get choice evening
periods on short notice.
Top agencies and clients
Q. What are the top 10 network
clients buying in radio?
A. Procter & Gamble. Sterling Drug.
General Food. Miles Laboratories.
Lever Bros.. General Mills. American
Home Products. Liggett & Myers,
Campbell Soup. Colgate.
Q. What are the top agencies
placing network radio business?
A. Dancer. Fitzgerald & Sample. \ & R.
Benton & Bowles. Geoffrey Wade. Cun-
ningham & Walsh. Compton Advertis-
ing. BBDO. J. Walter Thompson.
Business outlook
Q. What does the network radio
picture for the fall look like?
A. From present indications daytime
business should be as good as it was
last season, with even a possibility of
improvement. CBS' Monday through
Friday daytime schedule is sold out
from 10 a.m. to 4.15 p.m. NBC has
the renewal for the Procter & Gamble
programing block in the bag. and the
rest of the network's current daytime
lineup with minor exceptions will lie
sold for the fall. Mutual also is in a
strong daytime position.
The nighttime prospect, generall)
speaking, doesn't give promise of firm-
ing up much in the fall. A rate cut,
if adopted by the networks, may
change the outlook, but there is no
evidence among ad agencies that they
have clients primed to move into the
medium alter rales are cut.
Q. What new accounts have the
networks signed for the fall?
A. New CBS sales al presstime were
A. New CBS sales at press time were
three five-minute periods of Bob Troul
to Ford. My Friend Irma to Cavalier
cigarettes, and What's My Line, on
NBC for the summer, to Philip Mor-
ris cigarettes. Also noteworthy is the
fact that Mars Candy will schedule
People Are Funny on CBS every week,
instead of last season's alternate-week
arrangement. Incidentally, this is the
first time that Ford will have a steady
program going in network radio sine; 1
\f cancelled The Ford Theatre in 1949
on the same network. ABC's lone new-
comer to date for the fall is Philco's
five-minute evening spot Monda\
through Friday with Edwin C. Hill.
Q. What's the present run-down
of the NBC and CBS sponsored
nighttime schedule?
A. B\ nights of the week CBS" lineup
is as follows:
Sunday — Our Miss Brooks (Gen-
eral Foods). Jack Benny (Lucky
Strike ) . Amos 'n' Andy ( Rexall Drug I .
Edgar Bergen ( Hudnut ) , Philip Morris
Playhouse. Hallmark Playhouse, a
Hollywood-type star theatre ( Pearson
Pharmacal ) . Longine Choraliers, and
Bob Trout ( General Foods ) .
Monday - - Suspense ( Auto Lite ) .
Talent Scouts (Liptonl. Lux Radio
Theatre. Bob Hawk (Camel). Bob
Trout ( Ford ) .
Tuesday People Are Funny
I Mars I. Mr. and Mrs. North (Col-
gate). Life With Luigi ( Wrigley ) . My
Friend Irma (Cavalier). Bob Trout
( Ford ) .
Wednesday — Dr. Christian ( Chese-
brough). Bing Crosby (General Elec-
tric). Blue Ribbon Bouts (Pabst). and
Bob Trout ( Ford I .
Thursday — Dr. Keen ( operation
Tandem). What's My Line (Philip
Morris ) . and Bob Trout ( General
Foods ) .
Friday — Music experimental night.
Saturday — Gene Aulry (Wrigley).
Tarzan (General Foods), (king Busters
(General Foods). Sanka Salutes I Gen-
eral Foods ) .
NBC's sponsored nighttime lineup:
Monday — Railroad Hour ( Ameri-
can Association ol Railroads), Voice
of Firestone. Telephone Hour, Band of
America (Cities Service).
Tuesday Cavalcade of America
(DuPoul). Dean Martin and Jerry
Lewis (Chesterfield), Fibber McGee &
Molly (Pet Milk), Fred Allen I Old
Gold).
Wednesday - - The Great Gilder-
sleeve I Kraft I. Groucho Marx ( De-
Soto I . Big Story I Pall Mall I .
Thursday — Roy Rogers I General
Foods). Dragnet (Chesterfield), Coun-
terspy I Gulf Oil).
Friday — Hit Parade ( Lucky Strike I .
Mario Lanza ( Coca-Cola I .
Saturday Grand Ole Opry ( R. J.
Reynolds). Vaughn Monroe I R. J.
Reynolds ) .
Sunday - - Phil Harris-Alice Faye
(RCA i. Theatre Guild (U.S. Steel).
In addition to the above CBS has the
following line up of quarter hours from
6:45 to 8 p.m. : Lowell Thomas, Beulah.
jack Smith (Procter & Gamble), and
Ed Murrow ( Amoco I.Monday through
Friday, and Club 15 ( Campbell Soup ) .
Monday, Wednesday, and Friday.
NBC also has four Monday through
Friday 15-minute strips between 6:45
and o p.m. They are: Three Star Ex-
it a I Sun Oil). Pure Oil Time (Pure
Oil Co.). News of the World I Miles
Labs.) and One Man's Family I Miles
Labs. ) .
( ABC and MBS lineups were not
available at presstime. I
Q. What's the total number of
commercial night-time hours NBC
and CBS has under contract for
the fall?
A. At the time sponsor went to press
the count stood: CBS. over 20 hours:'
NBC, 151/2 hours.
Program trends
Q. What will be the main pro-
graming trends in radio this fall?
A. From information at hand it is
hard to discern any sharp or startling
departures from the norm. CBS. how-
ever, seems to be especially active in
experimenting with program forms and
trying to develop new variations of
old forms. It intends to go on with il>
modestly scaled two hours of music
Friday nights, hoping to make this an
attractive buy through improved pro-
duction technique, enhanced quality,
and reduced cost. In the field of dra-
matic entertainment, the network has
high expectations for the London-pro-
duced Horatio Hornblower. which it
describes as having a now I mood of
50
SPONSOR
Five
Outstanding
New
Radio Shows
CBS Radio presents the year's top creative achievements in
radio showmanship — five fresh interpretations of established
program types .... Designed with realistic respect for adver-
tisers' budgets, these new shows carry maximum appeal for
all ages, sexes, and tastes — assure low cost-per-thousand mass
audiences Once more, CBS Radio, creator of more success-
ful package programs than any other network, leads in devel-
oping exciting new entertainment.
Announcing . . .
"The
Frank Foit
"Horatio Hornblower
"December
^
Bi
"Gunsmoke
•
"The Steve „
Allei
4t^*vnt ^vn^rfjEc-v
taine Show"
ide"
PopGE CITY
i Show"
Give your product a seasonable lift with one
of these all-season shows . . .
THE FRANK FONTAINE SHOW-A half-hour of
rippling corned) with Frank Fontaine and his zany
impersonations of Fred Frump and John L. C. Sil-
voney . . . the baby-sitting dilemmas ol the Fontaine
family (latest count: a hilarious eight). Sundays,
8:00-8:30 p.m. EDT
HORATIO HORNBLOWER-Starring the dis-
tinguished Michael Redgrave as hero of C. S.
Forester's best-sellers. Salt-spray adventures and
sparkling romance ... with an audience alread)
assembled by the dashing Hornblower of magazine,
book, and screen. (Mondays. 8:00-8:30 p.m. EDT)
DECEMBER BRIDE -Spring Byington is "her
usual delightful self" (says Variety) as a new kind
of mother-in-law (her son-in-law dotes on her).
Warm situation comedy with a new view of an old
relationship — delight for every in-law in the land.
(Sundays, 7:00-7:30 p.m. EDT)
GUNSMOKE -There's a U.S. Marshal, assorted
villains, the setting is the West — but there's a price-
less missing-ingredient: It's a Western without corn.
Adult writing, believable acting ... the effect — to
win a new audience for the sagas of the prairies.
(Saturdays, 7:30-8:00 p.m. EDT)
THE STEVE ALLEN SHOW-A program with a
human format — first name, Steve. It's a changing
and always surprising blend of artesian ad-libbing
...the Allen piano... the Bobby Sherwood Trio...
and bright banter with unexpected guests. A smash
hit on the Coast, this show has top national pros-
pects. It's all easy. . . nothing's forced ... a half-hour
of fun. (Monday through Friday, 9:30-10:00 p.m.
EDT)
Ask your CBS Radio representative for sam-
ple recordings. . . . Refresh your customers
and your sales with one of these big-oppor-
tunity shows —
. . . all on THE CBS RADIO NETWORK
il- own. It is also introducing this
fall what it describes as a "p-\< 1 1 < » I < > l; i -
cal W estern," Gunsmoke.
A move that has. according to trade
comment, intriguing implications on
the radio program front is the exten-
sion of Sylvester L. I Pat I Weaver's
authority at NBC. As vice president in
charge of the radio network, as well as
head of TV operations. Weaver is
brought within the networks radio
programing orbit. \s some industry
obsei \ ers put it. the extension of Weav-
ci s authorit) could be a tactical an-
swer to one of the complaints I nun
NBC radio affiliates, namely, that NBC
has been concentrating its program cre-
ative talent on TV. to the almost com-
plete neglect of its radio programing
structure. B\ linking Weaver to radio,
these observers point out NBC is. in ef-
fect, saving to its affiliates: "You tell
us that the l\ network has been get-
ting all the breaks in creative program-
ing and show glamor'.'' All right, we
have now put in charge of the radio
network the very man responsible for
all the creative effort and glamor von
talk about. He"s now on your side. a-
much as TVs.
Meanwhile NBC is without a high-
powered, glamor-studded program for
the fall. The Big Show, which held the
big radio spotlight for two season-, is
not coming back. NBC. however, does
report that some important Hollywood
mimes have indicated an interest in re-
turning to radio this fall and that net-
work is negotiating for several such
names for programs, which "will he
offered at pines far lower than their
counterparts were listed in the past."
The most conspicuous trend at ABC
i> toward flisk jockeys specializing in
\\ estern and hillbillv music. The net-
work is scheduling two and a quarter
hours of it each week-day afternoon.
General Mills has underwritten two
segments of it — a quarter hour with
Bill Ring, out of Springfield. Mo., and
a half-hour, m.c.'d bv Cal Tinney. Be-
tween the Iwo there will be 90 minutes
o! the same t \ | m ■ ol country music pre-
sided over bv Tennessee Ernie.
Costs
Q. What is the price trend in net-
work radio programs?
A. Price- arc prellv much down to
bedrock now. Practically all the wa-
in has been squeezed out of network-
controlled package.- which can't lay
claim to a track record — that is. pre-
v ions sponsorship. Nighttime half-hour
dramatic program without names range
between $2,500 and $3,250. With a
Hollywood name added, a show in this
category now comes to around $4,000.
A case in point where even this figure
is high for a screen-supported show is
NBCs Silent Men. With Douglas Fair-
banks. Jr.. as part of the package, this
one can be bad for $3,842. CBS is of-
fering the long-tested Crime Photogra-
pher for $3,400. and the equally well-
established The FBI in War and Peace
for $3,975. The only new comedy show
being offered is CBS' Frankie Fon-
tainne, and that's listed for $5,500.
which price is around $2,000 less than
a stanza of this stripe would have had
to sell for a couple of seasons back.
Because of the lean market and the
low prices there's very little new radio
material coming from the better known
and more successful freelance pack-
agers. They're concentrating their ef-
forts on TV. This situation could
change overnight. Clients, who have
been exclusively TV, are showing here
and there an interest in going back to
radio, and. according to their agencies,
some of these sponsors have expressed
a preferred interest in untested shows
so long as they have a good chance of
succeeding. This is a sharp reversal of
custom for the business. With but the
rarest of exceptions, programs have for
years been bought only on the basis of
ratings and performance on the air.
Speaking generally, the listed prire
of a show doesn't often match the price
paid bv the advertiser. Program buy-
ing has come to have a bargaining flex-
ibility all its own. The final price can
largely depend on the size of the com-
mitment for time.
Q. What shows available at low
cost can do a good job?
A. ABC thinks its serial. When a
(,iil Marries, at $2,700 gross, packs
plentv ol lite vet and can deliver an
exceptionally low cost-per-1,000. It has
the same faith in its newcomer. Ten-
nessee Ernie Time, composed of < I i -k -
jockeyed country music and priced as
follows: five minutes. $250; 10 min-
utes, $500, and 15 minutes. $750. Mon-
day through Friday, with all prices
subject to agency commission. CBS
submits as a solid buv its Steve Allen.
00-miiiute across-the-hoarder. $1,200.
Network coverage
Q. How many ears can be reached
by the networks and at what cost?
A. It would be amiss to undertake
any calculations along these lines at
the moment. The 1949 BMB figures
could be used for the ear count, but
such arithmetic would be dated, or
found useless within the next month
or two. at which time Ken Baker's
Standard Audit & Measurement and
A. C. Nielsen's coverage data are
scheduler! to become available. I See
letter below for Nielsen rebuttal to Ken
Baker statement in recent sponsor
issue. )
ARB's August 1951 nation-wide sur-
vey on listening and viewing as com-
pared to newspaper and magazine
reading showed the breakdown for the
average time spent with each medium
to be: radio, 108 minutes: TV. 43 min-
utes, newspapers. 34 minutes and mag-
azines, 18 minutes.
510 MADISON
[Continued from page 9 I
NIELSEN REBUTS BAKER
It s unfortunate that Mr. Baker's re-
ply to my piece on Nielsen Coverage
Service (sponsor, June 16 1 shows
such a blithe disregard for the realities
of both BMB mail balloting methods
and of modern research techniques in
general. To accuse "a few individuals"
of "muddying" the circulation picture
by introducing a new and improved
technique is merely a smoke screen to
hide serious deficiencies. The facts are:
1. BMB did not discard personal in-
terviews as "unsuitable." but found
it "impracticable" to use this su-
perior technique because:
(a) BMB lacked the large, highly
trained, full-time field staff.
widely dispersed throughout
the I'nited States, which is an
exclusive facility of the Niel-
sen organization, and which is
essential to the economy and
accuracy of personal inter-
views.
i hi The uneconomic BMB policy
of reporting separately on tinv
counties of no indiv idual im-
portance burdened the entire
I Please linn to page (>0 I
54
SPONSOR
This is a RATE CARD...
At WW J, The World's First Radio Station, we believe
in setting rates and sticking to them.
Down through the years our rates have been set—
and adjusted as factors warranted— to reflect honest
appraisals of WWJ's accepted value in America's
great fifth market.
If new trends and influences disturb this market or
WWJ's value, a new rate card will be published and
enforced.
For 32 years, WWJ management has been inter-
ested in strengthening radio through sound business
practices. Along with other forthright builders of broad-
casting, we have always dealt on top of the table.
We intend to keep on dealing that way.
nobody buys
WWJ for less,
. . . nobody
pays more.
THE WORLD'S FIRST RADIO STATION
Ownmd and Operated by THE DETROIT NEWS
National Rmprotontafivt: THE GEORGE P. HOLLINGBERY COMPANY
UWtft
»» no IHOCTCIIS— woo w»m
I* (Hl>mi Ht— W.I MIGkCYCUS
Auochtt r.l.„„o» Station WWJ-TV
14 JULY 1952
55
Available network paekaye programs (radio)
ABC radio network shows
.-,
TITLE
TYPE
APPEAL
TIME
PRICE
TESTED
EXPLANATION
CAFE ISTANBUL
Intrigue
Adult
30 min. l/wk
$3,500
yes
International intrigue with Marlene Dietrich
CROSSFIRE
Panel
Adult
30 mln. l/wk
$1,500
yes
Discussions with top political figures
THE GREAT ADVENTURE
Documentary
Family
30 min. 1 wk
$3,000
yes
Panoramic vitw of Amer. achievements, history, people, etc.
MR. BROADWAY
Musical
drama
Family
30 mln. l/wk
$1,500
yes
Rrving reporter gives his impressions of big city
NEWSSTAND THEATRE
Drama
Family
30 mln. l/wk
$2,500
yes
Tup magazine stories
NO SCHOOL TODAY
Variety
Children
I'/s hrs. 1 wk
(portions can
prorated)
$1,800
be
yes
Stories, entertainment for children
POSTMARK U S. A
Quiz
Family
30 mln. l/wk
$1,750
yes
Contestants win prlz»s for listeners and themselves
TENNESSEE ERNIE
Music
Family
I'/i hrs. 5/wk
(portions can
prorated)
$3,000
be
yes
Folk music
TIME CAPSULE
Variety
Family
30 min. 1 wk
$1,600
yes
Repo.t on "today" to people 100 yrs. from now
TOP OF THE WORLD
Aud. Partic.
Family
15 min. 5/wk
$1,400
yes
Welcome to N.Y. show originating from Empire State tower
CBS radio network shows
TITLE
TYPE
APPEAL
TIME
PRICE
TESTED
EXPLANATION
CEDRIC ADAMS
Commentary
Family
10
min.
2/wk
$1,050
yes
Hcmely stories, hints and humor
THE STEVE ALLEN SHOW
Informal
Family
15
min.
1 wk
$1,200
no
Informal Interviews, comedy, with guests and music
BIG TIME
Comedy Music
Family
30
nun
1 /wk
$4,300
no
Geo. Price with music, stars from great days of show biz
BIG TOWN
Drama
Family
30
min.
1 wk
$3,550
yes
Adventures of Steve Wilson, dynamic editor of lllus. Press
BROADWAYS MY BEAT
Adventure
Family
30
min.
1 ,/wk
$3,050
no
Detective's adventures behind facade of his theatrical beat
CAPITOL CLOAKROOM
Discussion
Adult
30
min.
l/wk
$1,275
yes
Interviews with nation's statesmen
MR. CHAMELEON
Mystery
Family
30
min.
1 wk
$4,000
yes
Detective uses disguises to track down criminals
CORRESPONDENTS' SCRATCHPAD
News Review
Adult
15
min.
5/wk
$975
yes
Recorded report from all over the world
CBS FARM NEWS
News
Adult
15
min.
l/wk
$950
yes
Paramount interest In field of agriculture
COUNTY FAIR
Aud. Partic.
Family
15
m'n.
5 wk
$3,000
yes
Homcmakers in entertaining stunts for major prizes
CRIME PHOTOGRAPHER
Mystery
Family
30 mln. l/wk $3,400
Fearless press photographer covering news in large city
DORIS DAY
DECEMBER BRIDE
DOLLAR A MINUTE
ESCAPE
FBI IN PEACE & WAR
FRANK FONTAINE
GALEN DRAKE
GARDEN GATE
GUNSMOKE
RADIE HARRIS
HEAR IT NOW
JOHNNY DOLLAR
THE JUDGE
MR. KEEN
LARRY LE SUEUR & THE NEWS
THE LINEUP
30 min. I wk $4,500
Musical revue featuring Doris Day
Situation ComedyFamily
3C min. I wk $4,535
Aud. Partic. Family
30 min. I wk $3,625
Antics of marriageable mother-in-law Spring Bylngton
Guests air gripes and ambitions for a dollar a minute
Family
3C min. I wk $3,500
Transports listeners into fabulous stories of high adventure
Mystery
Family
30 min. I wk $3,975
Fictional episodes of FBI crime detections
Comedy
Family
30 min. l/wk $5,500
Mimicry, characterizations, standup comedy routines
Commentary
Family
15 min. I wk $1,050
Dry humor and story telling
Commentary
15 min. I wk $1,300
Home gardening
Family
30 min. I wk $3,250
Marshall Mark Dillon of Dodge City combats erime in West
5 min. I wk $1,225
Informative interview with top Hollywood and B'way stars
Documentary
I hr. l/wk $8,500
Recreates current history
HEARTHSTONE OF DEATH SQUAD
Mystery
Family
30 min.
I /wk
$4,000
yes
Exploits of famous detective
HORATIO HORNBLOWER
Adeventure
Family
30 min.
1 wk
$3,500
no
Adaptation of C S. Forester's novels
INVITATION TO LEARNING
Discussion
Adult
30 min.
l/wk
$1,350
yes
Discuss on of great literature of all ages
Mystery
Family
30 nin. l/wk $3,750
Adventures of insurance investigator
Mystery
Family
3C min.
1 wk
$3,215
Mystery
Family
30 min.
l/wk
$4,700
News Report
Adult
15 min.
5/wk
$750
Judge uses past experiences to solve cases
Stcrirs about a kindly detective
Roundup report on the happenings of the day
MEET MILLIE
MUSICLAND. U. S. A.
N Y PHILHARMONIC
ON A SUNDAY AFTERNOON
OTHER WOMEN'S CHILDREN
PEGGY LEE
THE PEOPLE ACT
PEOPLE'S PLATFORM
Mystery
Situation ComedyFamily
Family 30 min. l/wk $4,200
30 mln. Iwk $4,725
Family 30 min. I wk $4,375
Adventures behind the scenes of criminal investigations
Fun-lcving secretary who mixes business 4 romance
Music and soigs from musical comedy and operetta
Family
I hr. and 30 $21,500
min. I wk
Musical commentary and classical music
Music Sports Family
2' 2 hrs. I wk $1,600
Music, news, sports, weather and traffic coverage
Daytime Serial Family
15 m'n 5 wk $2,700
Age-old problem of choosing between career and marriage
Musical
Family
15 mln I wk $2,500
Singer and guest in musical showcase
Documentary
25 min. l/wk $7,000
Current story of free Americans
30 min. I wk $1,350
Gives listeners a basis for making decisions on topics of
contemporary interest
56
SPONSOR
WGAR WINS 6th STRAIGHT VICTORY
IN CLEVELAND PRESS RADIO POLL!
See-Hear with
STAN ANDERSON
WGAR Wins Station Honors
in Seventh Press Radio Poll
ON POINT BASIS, WGAR GETS 30'Al
STATION B...17'A
STATIONC...15'/2
STATIOND...10
STATION E .... 7
STATION F .... 1 %
Women's Program ^
VI LADIES' DAY B
S\ Children's Program H
gk^ATRYTAllr^^
B |~ Public Service jgj
CITY CLUB
First choice:
= I Instrumentalist
SlSfT HENRY PILDNER =
=H Male Vocalist ===
fj§Sjj[ REG MERRIDEW
=| Studio Announcer g
TOM ARM STRONG jjjl
Best Commercials ta
Advertisers currently on WGAR L=
won top three awards under this j^=|
classification.
CLARK RESTAURANTS
OHIO BELL TELEPHONE CO.
CLEVELAND ELECTRIC ILLUMINATING CO.
Your advertising message on WGAR gains
listener respect, stimulates listener response.
WGAR's dominant victory reflects consistently
good programming, top-notch talent, and
high advertising standards.
For established audiences, enthusiastic
listeners and exceptional response, use the
station with 4 million friends!
Ask now about availabilities of spots and
segments in big-audience, low-investment
local programs.
tic A/ovthewv &/Uo..
C J -ffie SPOT -for SPOT RADIO
_J .
s»«'c*
RADIO . . . AMERICA'S GREATEST rfflgrp WGAR Cleveland . 50,000 WATTS ■ CBS / \i \ Represented Nationally by The Henry I Christal Co
ADVERTISING MEDIUM %Ktti/J CASTl ™ °»'«; 665 FIFTH AVE., NEW YORK CITY j£ % " /„ Canada by Radio Time Sales, Lid. Toronto.
14 JULY 1952
57
PURSUIT
Mystery
Family
30
Mini
l/wk
$2,875
yes
Features Scotland Yard manhunts
QUIZ KIDS
Qui;
Family
30
min.
l/wk
$2,850
yes
Five talented youngsters in question and answer quiz
ROBERT QS WAXWORKS
Musical
Family
30
min.
5/wk
$5,000
yes
Robert Q. with guests and records
ROMANCE
Drama
Family
30
min.
1 wk
$2,950
yes
Dramatizations of outstanding love stories
BILL SHADEL & THE NEWS
Nows
Adult
15
min.
l/wk
$450
yes
Up-to-the-minute summary of Sunday's headlines
HOWARD K. SMITH FROM LONDON
News
Adult
15
min.
l/wk
$950
yes
Interprets week's international events
SWEENEY & MARCH PROGRAM
Music Coir
edy
Family
30
min.
5/wk
$2,675
yes
Records and toomfoolcry
THINKING OUT LOUD
News Discussion
Adult
10
min.
l/wk
$1,050
yes
Recap by newsman, who has been at scene of week's big story
BOB TROUT &. THE NEWS
News
Adult
5
min.
i wk
$2,000
yes
Complete mid-evening summary of late events
WEATHER, U.S.A.
News
Family
5
min.
5 wk
$350
yes
Wathcr predictions and long range forecasts
YOU & THE WORLD
Discussion
Adult
15
min.
5/wk
$1,950
yes
Designed to inform listeners on phases of everyday living
YOU ARE THERE
Drama
Family
30
min.
l/wk
$5,200
yes
On-thc-scene technique to historical events of pre-radio days
1
MBS radio network shows (prices available on request only)
ADVENTURES OF MAISIE
AFFAIRS OF PETER SALEM
THE BLACK MUSEUM
BOBBY BENSON
BOBBY BENSON
CRIME FIGHTERS
DIXIELAND MATINEE
DOWN YOU GO
DUNN ON DISKS
FEMME FAIR
GEORGIA CRACKERS
THE GREAT DAY SHOW
HARMONY RANGERS
HAWAII CALLS
AL HELFER'S SPORTS DIGEST
SYLVAN LEVIN OPERA CONCERT
LOMBARDOLAND. USA
BRUCE MACFARLANE
MERTS RECORD ADVENTURES
MGM MUSICAL COMEDY THEATRE
MODERN ADVENTURES. CASANOVA
MYSTERIOUS TRAVELER
NEWS HEADLINES— FRANK SINGISER
NICK CARTER
OFFICIAL DETECTIVE
TWENTY QUESTIONS
UNDER ARREST
VANDEVENTER NEWS
WOMAN OF THE YEAR
Drama
Music
Quiz
EXPLANATION
Comedy
Family
30 min.
l/wk
yes
Ann Southern in famed movie role
Mystery
Family
30 min.
1 wk
yes
Urbane sleuth solves crimes
Drama
Family
30 min.
I wk
yes
Orson Welles narrating crime stories
Western
Children
30 min.
5/wk
yes
Cowboy kid and pals in adventure Western
Western
Children
Ill min
l/wk
yes
Cowboy kid and singing sidekick
Family
Family
Family
Family
25 min. I wk
Drama of law enforcement officers
25 min. 5/wk
Two-beat music by Southern musicians
25 min. l/wk
Permanent panel quiz show
30 min. l/wk
Rod Dunn and hot jazz records
30 m'n. l/wk
Bette Davis in newspaper story
NBC radio network shows
Variety
Women
15
min.
l/wk
yes
Helen Hall chats with women guests
Music
Family
30
min.
l/wk
yes
Hillbilly dances and songs
(Jin/
Family
30
mm
1 wk
yes
Gl quiz show with 3-day pass as prize
Music
Family
30
min.
l/wk
yes
Western ballads and folk songs
Music
Family
30
min.
l/wk
yes
Music direct from Waikiki beach
Sports
Family
15
min.
l/wk
yes
Review of week in sports
Music
Family
15
min.
l/wk
yes
Opera highlights with large orchestra
Music
Family
30
min.
l/wk
yes
The Great Guy and his music
News
Family
15
min.
1 wk
yes
Midwest reporter comments on news
Music
Children
30
min.
5/wk
yes
Mni Koplon plays records for kids
Music
Family
60
min.
l/wk
yes
Groat MGM musicals in radio versions
Drama
Family
30
min.
l/wk
yes
Errol Flynn as gay young blade
Adventure
Family
30
min.
l/wk
yes
Weird adventure stories
News
Family
5
min.
5/wk
yes
Midwestern editor analyzes news
Mystery
Family
25
min.
l/wk
yes
Master detective at work
Mystery
Family
25
nun
l/wk
yes
Dotective captain vs. underworld
Quiz
Family
30
min.
1 wk
yes
America's favorite parlor game
Drama
Family
30
min.
l/wk
yes
Men behind bars, authentic dramatizations
News
Family
15
min.
l/wk
yes
Veteran newsman reports
i
JANE ACE. DISK JOCKEY
AMERICAN FORUM OF THE AIR
ARCHIE ANDREWS
BEST PLAYS
THE CHASE
CRITIC AT LARGE
DIMENSION X
THE FALCON
FIRST NIGHTER
HOLLYWOOD LOVE STORY
A LIFE IN YOUR HANDS
EXPLANATION
Comedy
Family
30
min.
l/wk
$2,353
yes
Jane and Goodman Ace. music and patter
Forum
Adult
Hi
min.
l/wk
$2,059
yes
Theodore Cranik presides, national figures debate
Comedy
Family
30
min.
l/wk
$2,500
yes
Teenage jaunts into mis-adventure
Drama
Family
1
hr.
/wk
$5,883
yes
The finest of the Broadway stage
Drama
Adult
30
min.
l/wk
$2,942
yes
Suspense, with ironic or surprise endings
Commentary
Family
15
min.
l/wk
$759
yes
Leon Pearson covers books, plays, etc.
Drama
Family
30
min.
l/wk
$2,971
yes
Imaginative, suspenseful science fiction
Mystery
Family
30
min.
l/wk
$3 mill
yes
Escapades with police and young ladies
Drama
Family
30
min.
l wk
$2,236
yes
Long-time favorite, with original cast
Drama
Family
30
min.
l/wk
$1,823
yes
Romantic fiction against cinema background
Family
30 min. l/wk $2,942
Gripping stories of the courtroom
h
58
SPONSOR
ICEJC - tra ordinary
ADVERTISING ACTION
Advertisers get fast, action-packed results when
they use KEX, Oregon's only 50,000 watt station.
CHECK THESE CURRENT CAMPAIGNS
ARMOUR & COMPANY
A special Portland promotion featuring KEX Kiddie Star,
Uncle Bob, has the sale of Star Brand Frankfurters and Pork
Sausages soaring!
Uncle Bob makes personal appearances at supermarkets and auditions
young talent. Winners are presented weekly at a Saturday morning
theatre party which is broadcast over KEX.
KEX SUMMER BANDWAGON
A combination promotion between KEX and seven grocery
groups (representing over a hundred retail outlets) has
resulted in the greatest direct selling campaign ever in action
in the Portland area.
KEX provides a saturation radio campaign — and the stores feature
"Bandwagon" products in their advertising. These sixteen food adver-
tisers are currently riding the KEX Bandwagon:
AMAZO Desserts
ARMOUR Star Brand Products
BLUE BELL Chips
BLUEBONNET Margerine
FAB
CROWN Flour
PEPSI-COLA
POST'S Corn-fetti
CUTICURA Soap & Ointment
FRANZ Bread
General Mills WHEATIES
GRANDMA COOKIES
JUNKET Sherbets
KELLOGG Variety Pack
NALLEY'S Tang and Chips
WELCH'S Grape Juice
CAVALIER Cigarettes
MORE ACTION FOR THESE ADVERTISERS
FISHEL'S • Portland outdoor furniture retailer
celebrated 30th anniversary with KEX spot "sat-
uration" campaign and special "Kay West Festive
Thursday" broadcast. Result: sales climb.
SAVINGS & LOAN ASSOCIATION
Attributes $50,000 individual deposit
to 50,000 watt KEX newscast.
LUCKY LAGER BREWING COMPANY . Sponsors
late evening "Dance Time." Top records of the week
are tabulated from the enthusiastic response of
dealers and music operators.
During
the
Her6 ' S Pr0 ° f ,, f KEX ZSX'nS freTm 99
last six months KEX »«" cou nties, plus
of the total 121 Pac. fie : Co«t * ^
AlaS KO British CO ^- b -, io A narinfo rrna-
eight other states. For a
♦ion, contact KEXjal e* or Free & ^
KEX
Oregon's Gvdcf 50,000 Watt Station
ABC AFFILIATE IN PORTLAND
WESTINGHOUSE RADIO STATIONS Inc • KEX • KYW • KDKA • WBZ • WBZA • WOWO • WBZ-TV
National Representatives, Free & Peters, except for WBZ-TV; tor WBZ-TV, NBC Spot Sales
LIVE LIKE A MILLIONAIRE
MEET THE PRESS
MIND YOUR MANNERS
MY SECRET STORY
NIGHTBEAT
JANE PICKENS SHOW
ELMO ROPER
SCARLET PIMPERNEL
SHORT STORY
SILENT MEN
STARS IN KHAKI N BLUE
3ILL STERN
VOICES AND EVENTS
WHITEHALL 1212
MEREDITH WILLSON
Family
30 min. 5 wk $5,059
Different daytime entertainment
Forum
Family
30
mln.
1 wk
$1,883
yes
Today's personalities quizzed by the press
F . ir i j m
Family
30
mln.
l/wk
$2,353
yes
Teenagers discuss youngsters problems
Drama
Family
30
min.
1 wk
$1,471
yes
Mr.ture. understanding stories for women
Mystery
Adult
30
m'n.
l/wk
$3,500
y:s
A Ch'cago newspaper man on the prowl for material
Music
Family
15
mln.
5/wk
$2,882
yes
Jane sings and interviews guests
Commentary
Family
15
min.
1 wk
$1,000
y:s
What people are thinking: political emphasis
Drama
Family
30
m'n.
1 wk
$2,942
yes
The Robin Hood of the French Revolution
Drama
Family
30
min.
1 wk
$2,941
yes
Best contemporary s'.iort stories
Drama
Family
30
m'n.
l/wk
Si.842
yes
Douglas Fairbanks, Jr.. stars
Variety
Family
30
min.
1 wk
$3,178
yes
Talent from the armed forces
Sports
Family
10
min.
1 wk
$1,530
yes
High-points from lives of sports figures
News
Family
30
min.
1 wk
$4,117
yes
Week's news, recorded on-the-scene
Music
30
min
1 wk
$3,236
yes
Authentic Scotland Yard cases
Mystery
15
min.
5 wk
$1,765
yes
Meredith's Music Room . . . music and chats
510 MADISON
i Continued from page 54 I
project with such unwield)
and wasteful sampling and
tabulating procedures that the
available funds simpl) could
not finance a wholl) sound job
of gathering the basic field
data.
2. Vlemon loss is a much smaller
factor in well-conducted personal
interviews than with mail ballots
— and especiall) when, as with the
NCS technique, completeness of re-
call is aided b\ :
la I Interviews with ever) avail-
able member of the family,
1 1>I Subsequent "Family Edit and
Verification of a co|>\ of the
original answers.
3. Despite Mr. Bakers claims to the
contrary, NCS achieves a substan-
tial true probabilit) sample via a
method developed in close collabo-
ration with the U. S. Census Bu-
reau, applauded by the country's
leading researchers and fully ca-
pable of mathematical proof.
4. There's no "lack of uniformity" in
the work of a full-time, thoroughly-
trained and well supervised field
staff when a properly designed
sample and questionnaire are used.
5. The NCS questions on program
audiences can exert no influence on
station answers, since they are
asked only at the end of the inter-
view, and specifically avoid any
reference whatever to stations or
networks. Incidentally, they refer
to shows on all four networks —
and not just one. as alleged by Mr.
Baker.
6. The under-statement of the true
coverage of radio and TV stations
b\ the inaccurate samples and
methods of mail ballots will do
more to damage the industry, more
to "scare broadcasters.' than any
straw men Mr. Baker creates.
Lastly, we are accused of not serv-
ing the individual stations needs.
NCS. in fact, will report on more sta-
tion data, with more comprehensive-
ness, and more accuracy, than has ever
been provided by any coverage service.
Experienced researchers understand
clearly that the advent of television
created new 7 sampling and other tech-
nical problems for researchers and
rendered the use of mail ballots, for
coverage measurements, not only obso-
lete but positively dangerous and dam-
aging to a great industry. Like every-
thing else in a dynamic country, re-
search moves steadily forward — aban-
doning obsolete methods in favor of
new. improved techniques designed to
cope with changing conditions.
A. C. Nielsen. President
A. C. Nielsen Com pan)
SERVING WE \S UN / EMPIRE Since 1924
7< /T V
WDBO
580K.C 5000 WATTS WDB0-FM 92.3 MCS 34000 WATTS
STILL WAY AHEAD! Central Flomlas Pioneer Uw Station
1951 Retail Sales in the 21 WDBO counties totaled #616,908,000*. WDBO has approxi-
mately 19,000 more daytime families and 17,000 more nighttime families who listen reg-
ularly (6 or 7 days or nights a week) than the other 3 Orlando stations combined**.
Hooper Rad«o Audience index — morning 44.0, afternoon 48.9, evening 41.2***. No
increase in WDBO rates since 1946.
* 1952 Sales Management ** Last BMB Report *** C. H. Hooper — Oct. -Nov. 1951
WDBO, ORLANDO, FLORIDA — Natioial Representatives, BLAIR, CUMMIN<jS
60
SPONSOR
THE HOUSEWIVES-
PROTECTIVE LEAGUE
485 MADISON AVE.. NEW YORK
COLUMBIA SQUARE. LOS ANGELES
ADMIRACION SHAMPOO
ALLIED MOLASSES CO.. INC.
ALLSTATE INSURANCE CO.
ALL SWEET MARGARINE
AMERICAN CHICLE CO.
AMERICAN SAFETY RAZOR CORP.
AMERICAN SECURITY & TRUST CO.
ASBESTON IRON BOARD COVERS
AVCO MANUFACTURING CORP.
B & M BAKED BEANS
BAMBY BREAD
B IN B MUSHROOMS
BIRDS EYE
BLUE COAL
BON AMI
BONDGARDS CREAMERY
THE BORDEN COMPANY
BOSCO
BOSTON GLOBE
BRICK'S SOCIAL CLUB MINCE MEAT
BRIGGS & CO. FRANKFURTERS
BRISK
CAPITOL FRITO CO. CORN CHIPS
CENTENNIAL FLOUR
CHEER
COLLEGE INN FOOD PRODUCTS CO.
COUNTRY SQUIRE TURKEYS
DENNISON'S CHILI AND CATSUP
DIET DELIGHT
DINING CAR COFFEE
DODGE DIVISION. CHRYSLER CORP.
DOEHLA GREETING CARDS. INC.
DOESKIN TISSUES
DOWNYFLAKE WAFFLES
DRANO
DROMEDARY MIXES
EARLY CALIFORNIA OLIVES
ECONOMY CUP COFFEE
EMBASSY DAIRY
EMPIRE CRAFTS SILVER PLAN
FELS & COMPANY
FIRST FEDERAL SAVINGS & LOAN
FLEISCHMANN'S YEAST
FLORIDA CITRUS
FORD MOTOR CO.
FRANILLA ICE CREAM
GALBRAITH'S LUMBER
GAYMONT LAB. YOGURT
7
GENERAL ELECTRIC CO.. LAMPS
PAL ORANGEADE
GIBBS & COMPANY
PEPSI-COLA
GILLS HOTEL SPECIAL COFFEE
PEQUOT MILLS
1. J. GRASS NOODLE CO.. INC.
PETER PAUL. INC.
1 GRIFFIN SHOE POLISH
PEVELY DAIRY PRODUCTS
G. WASHINGTON COFFEE
PHILADELPHIA DAIRY PRODUCTS
HABITANT SOUP CO.
PIONEER LAUNDRY
HANDI FOOD PRODUCTS CO.
PLYMOUTH ROCK GELATINE
HELLMANN'S MAYONNAISE
RAYEX
HENACRES POULTRY FARM
REALEMON
HILLMAN MINX
RED DEVIL SOOT REMOVER
HILLS BROS. COFFEE
REDDI-WIP
HIRES ROOT BEER
ROCKINGHAM POULTRY CO.
HOLIDAY BRANDS SOLUBLE COFFEE
SANDWICK'S CANDIES
HOLIDAY MAGAZINE
SANITARY RUG CO.
HOME-STYLE FROZEN WAFFLES
SCRIBBANS-KEMP BISCUITS
H-0 OATS
SEARS ROEBUCK & CO.
HOOD RUBBER COMPANY
SEASIDE LIMA BEANS
SEVEN-UP
■ «^ ^^ ■ * w ** fc^ »■• t\ vwi || Mil ■
HOOD'S MILK CO.
HOT SHOPPES
F. H. SNOW CANNING CO.. INC.
HOYT BROTHERS PIE MIXES
SOFSKIN CREME
INTERNATIONAL HARVESTER CO.
SO GOOD POTATO CHIP CO.
INTERWOVEN STOCKING CO.
SPANDY
IODENT TOOTH PASTE
STOKELY-VAN CAMP. INC.
JELKE'S GOOD LUCK MARGARINE
SUNKIST LEMONS
JERMAN BROTHERS. INC.
SURE-Ja
HERB JONES SCOURING CLOTH
SWANS DOWN FLOUR
JOY HOSIERY MILLS
SWEETHEART SOAP
JUICE INDUSTRIES
SWIFT & COMPANY
KEN-L-PRODUCTS DOG FOOD
TEDDYS SEA FOOD
KENU
TIDE
KIPLINGER LETTER
TIP-TOP BREAD
KREY PACKING CO.
TIP TOP ORANGE JUICE
LA CHOY
TOUCANS JUICES
LADIES' HOME JOURNAL
TRENO DETERGENT
LA FRANCE
UNIVERSAL TRADING RECORDS
LAVA SOAP
U. S. SCHOOL OF MUSIC
LIBBY. Me NEILL & LIBBY
VESS BEVERAGES
LION BRAND PAINTS
WASHINGTON FLOUR
LITE SOAP
WASHINGTON STATE APPLES
LOOK MAGAZINE
WASHINGTON STATE FRUITS
| LYON VAN & STORAGE CO.
WESTERN BEET SUGAR
FRANK MANN POTATO CHIPS
WHIRLPOOL WASHERS
MARCEL PAPER MILLS. INC.
WHITE STAR TUNA
METROPOLITAN FEDERAL SAVINGS
WHITING'S MILK
METROPOLITAN POULTRY CO.
WILBERT'S WAX
MILANI FOODS SALAD DRESSINGS
WILKINS COFFEE
MILNOT
WILSON'S EVAPORATED MILK
Me CRORY'S STORES. INC.
WINDEX
NATIONAL BISCUIT CO.
WOODWARD & LOTHROP
NESTEA
YOUNGSTOWN KITCHENS
; NUCOA
YUBAN COFFEE
O-CEL-O SPONGES
OLSON RUG CO. j
ZENITH HEARING AIDS
OTTENBERG'S BAKERS
--^^^^^^^^™
HAPPY TENANTS: These I ~>6 advertisers — oil current or recent users
of The Housewives' Protective League — have found that it's the most
sales-effective participating pr ogram in all broadcasting . We can make
room for you. too. Just call "the program that sponsors the product" . . .
THE HOUSEWIVES' PROTECTIVE LEAGUE PLaza 5-2000, N.Y.C.-Hollywood 9-1212, Los Vngeles
11
DIFFERENT
STATIONS
WSPD
TOLEDO
Toledo's most powerful radio sta-
tion, WSPD is the voice of authority
on the radios owned by 98% of Toledo's
300,000 retail buyers. Advertisers who want
more than their share of the Toledo market,
get on WSPD.
WWVA
WHEELING
kW. VA./ Blanketing the industrial heart of
America, WWVA brings big results.
Four announcements from Wheeling's far-
reaching, 50,000 watt station pulled 11,300
mail replies from 25 states. CBS in Wheeling,
WWVA is a natural for better coverage and
eye-opening sales results.
WGBS
MIAMI
The "spendingest" market in
Florida is blanketed by WGBS,
Miami's only 50,000 watt outlet.
With popular CBS programming for a whop-
ping city and retail trading area of over
427,000, this dominating voice is tops in
sound selling.
WJBK
"^*> DETROIT
Tigers and Baseball and Detroit and
WJBK all go round together. It's
Detroit's popular sports, news, and music
station where folks who like better entertain-
ment set their dials. For a better buy, better
try WJBK.
WSAI
00 i CINCINNATI
^^"'V' Progressive Cincinnati buys by
WSAI, basic ABC station. Broadcasting better
programs on a full-time regional channel,
WSAI fans out through a- sound, substantial
market where the business index climbs
steadily up. Let WSAI put your product into
this growing Ohio market.
WMMN
FAIRMONT
The most powerful radio station in
eastern West Virginia, WMMN sells families
in a thriving industrial area as well as a fertile
agricultural region. A natural for farm or
urban products, WMMN will carry your sales
message to the people who buy.
WAGA
ATLANTA
\
WAGA is a habit for Atlanta
radio listeners. The CBS radio
outlet, WAGA puts programs
and products in the 83,750 radio homes in
this million dollar market.
KEYL-TV 1 WJBK-TV
rv SAN ANTONIO § <^ DETROIT
^r - ' Texas \ THREE networks, ONE station . . .
Vrv Jr KEYL-TV offers the high Hooper
\ { programs of CBS and ABC and
^ Du
iMont to San Antonio's 119,380
buying households. The third largest city in
the first largest state, San Antonio is the pick
of wise advertisers who want their products
carried home.
Most Detroiters keep their dials
set to WJBK-TV because top TV
shows are normal for this popular
CBS and DuMont outlet. It's a best buy for
advertisers with an eye on this rich 102
million dollar Detroit retail market.
'it I**
u
WAGA-TV 1 WSPD-TV
GA.
ATLANTA
Booming retail sales in Atlanta make
WAGA-TV a best buy for adver-
tisers who want results. With retail sales in-
creased over 6 times their 1940 total, WAGA-
TV offers you a top sales opportunity in a
fast growing market.
OHIO
TOLEDO
Toledo's only television outlet,
WSPD-TV covers the third largest
of the eight major Ohio retail markets. Affili-
ated with all networks, this popular station
is the effective way of reaching Toledo's
438,000,000 retail dollars.
Does your product need a climate that's hot . . .
or cold? Should the market be urban or rural . . .
large or small? Whichever it is there's a top-value
Storer Station to sell your product successfully!
In broadcasting-and telecasting too— wide-awake
programming and friendly service have built
enthusiastic audiences. So put your product on
Storer Stations . . . stations where wise buyers
hear what wise sellers have to say.
STORER BROADCASTING COMPANY
WSPD, Toledo, O. • WWVA, Wheeling, W. Va. • WMMN, Fairmont, W. Vo. • WAGA, Atlanta, Go.
WGBS, Miami, Fla. • WJBK, Detroit, Mich. • WSAI, Cincinnati, O.
WSPD-TV, Toledo, O. • WJBK-TV, Detroit, Mich. • WAGA-TV, Atlanta, Ga. • KEYL-TV, San Antonio, Tex.
NATIONAL SALES HEADQUARTERS:
488 Madison Ave., New York 22, Eldorado 5-2455 • 230 N. Michigan Ave., Chicago 1, FRanklin 2-6498
ONE OF THE NATION S jf 4
TOP INDEPENDENTS
■
Year after year, the nation's top advertisers use WNEB for
effective selling in the rich Worcester area. For example, WNEB
has 1952 contracts with the following accounts:
Foods
Drugs
General
Amazo
Anacin
Camels
Autocrat Coffee
Anahist
Carling's Beer & Ale
Birds Eye Products
Bayer Aspirin
Charmin Tisue
Borden's Instant Coffee
Bromo-Seltzer
Chesterfield
Chase & Sanborn Instant Coffee
Chlorodent Too
th Paste
Diamond Match
Contadina Tomato Paste
Doan's Pills
Holiday Magazine
Eclipse Coffee Syrup
Ex-Lax
First National Stores
Hughes Aircraft
Franco-American Spaghetti
Feenamint
International Harvester
Hood's Ice Cream
4-Way Cold Tc
blets
Ladies Home Journal
Hood's Milk
Histoplus
Metro Goldwyn Mayer
International Salt
Musterole
Monsanto Chemical
Jelke Good Luck Margarine
Pepsodent
Narrangansett Beer & Ale
Jello
Pepto-Bismol
New England Coke
Lipton Frostee
Pomatex
New York Sunday News
Lipton Iced Tea
Pertussin
Sylvania Electric
Mrs. Filbert's Margarine
Shadow Wave
Touraine Paints
Nucoa
Pan American Coffee Bureau
Vicks Cough Drops
United Aircraft
Post's Cornfetti
Vicks Cough Sy
rup
Viking Snuff
Presto Cake Flour
Vicks Vatronol
Squire's Arlington Ham
Automotive
Gasoline
Sterling Salt
Tenderleaf Tea
Chevrolet
Amoco
Victor Coffee
DeSoto
Atlantic
Whiting Milk
Ford
Esso
You're In Good Company on WNEB
WORCESTER
MASSACHUSETTS
Your Best- Buy In New England's Third Largest Market
Represented by. THE BOLLING COMPANY, INC.
64
SPONSOR
radio
Billings continue to mount
Spot radio, the only national ad medium which ha* shown a
steady upward growth in hillings over the past 16 years, is
still growing at a rapid rate. However, many new techniques
are being used, cost pictures have changed, and the avail-
ability outlook has altered since last year.
Unlike radio networks, whose strength used to lie in the
evening hours of peak listening, spot radio has not been
shaken firmly by TV competition. Stations have built up
their morning and daytime schedules until they are selling
all the choice availabilities in these hours as fast as they
appear. Rates are being altered, with the outlook being for
reduced nighttime costs and increases in the mornings and
afternoons.
The scope of sponsor's Spot Radio section reveals how
such changes will affect the plans of spot clients, and change
the buying habits of ad agencies. Shown, too, are the latest
facts of such hot spot topics as merchandising, fall business,
trends in local-level programing, promotional tie-ups, results
from using spot radio, regional network trends, transcriptions.
At right, sponsor's Spot Radio section is indexed for
handy reference. Study of the contents will prove of value
to any sponsor with spot radio in his fall plans.
14 JULY 1952
Spot radio availabilities
Mi
Rate outlook
07
Kusiness outlook
BR
Merchandising
70
Spot radio fundamental*
73
Spot radio programing
71
Transeriptions
76
Library .services
HO
Regional networks
82
Foreign language market
85
l^egro market
90
Transit radio
91
FM
92
Storeeasting
93
Co-op radio
95
Top spot agencies
90
65
& Value W(&
a,
Fim Products Recwmeiu!*
***■
PHILIP NORMAN . n KNX
ON THE HOUSEWIVES' PROTECTIVE LEAGUE
AND STARLIGHT SALUTE PROGRAMS
MONDAY THRU! OA 1A OA
SATURDAY... lIOO PM. & 10:30 PM
m.™,"'" §■
f^JM
SSSBiKJfcnuii ag
'FOV
v
r'js&^Sfig?]
PRODUCTS
OF MERIT
'Qj.01
a
%«/«•»»<•!/ interest in spot radio is on upbeat as stations intensify merchandising
KRSC's Bill Simpson (left, with easel) and Clark Company's John
Stewart explain the details of this Seattle station's merchandising
plans to N. W. Ayer timebuyer Carol Sleeper. Merchandising has
given big boost to volume of spot radio billings in many markets
At top is typical in-store merchandising poster used in conjunction
with KNX's "HPL" and "Starlight Saluate" shows. Below, a drug-
store in the WLW listening area blossoms with tie-in merchandising
linked to a battery of shows and talent. WLW is veteran merchandiser
Availabilities
Q. What will the situation be this
fall regarding spot radio availabili-
ties?
A. After surveying the leading station
reps, as to their availabilities, and a
group of leading ad agencies, as to
their buying intentions, this is what
SPONSOR found to be the picture for
fall spot radio buying:
1. Morning time: Since early-
morning radio has been practically un-
hurt by TV, even in the biggest video
markets, the low prices, big results, and
growing circulation of morning radio
has made it the most popular spot buy
in sijdit.
The tightest squeeze is in finding
good availabilities for minute an-
nouncements and chainbreaks, plus
good participation slots, between the
hours of 7:00 a.m. and 8:00 a.m. Here,
tlie growth of television seems to have
no effect on agency requests, for the
situation is even tighter in big TV
markets like New York, Chicago, Los
Angeles than it is in non-TV areas. On
a long list of the country's best-known,
big-power stations, the hard-to-find-
time problems start at 6:00 a.m. and
end as late as 9:00 a.m.
Most asked for item: "Good slots in
well-rated morning newscasts, or next
to newscasts." Second choice: "Well-
rated 'Morning, Men' or wake-up
shows."
2. Late a.m., afternoons: The squeeze
play begins to ease up in the late morn-
ings, tightens around the noon hour,
and eases again in the afternoon. An-
nouncements slotted next to the high-
est-rated daytime network shows are
hard to place on key stations, and some
stations even double-spot to fit them in.
Reps and stations are becoming
aware that advertisers want more than
66
just a set of ratings, or even cost-per-
1.000 figures when they buy. Most of
them now make morning and after-
noon pitches on the basis of the audi-
ence compositions for the time slots,
without waiting for the advertiser to
ask for these figures, particularly
where the audience is primarily female
and the advertiser is a food or soap
manufacturer.
Some stations and reps are going in
strongly for "groups" or "packages"
of afternoon spot availabilities, with
attractive card-rate discounts because
of the stepped-up dollar volume. These
are being pitched strongly to the larger
agencies who have household product
accounts or food accounts. Many deals
in this category were reported to SPON-
SOR for fall starts, at card rates.
Also, stations are grooming their
own "service" shows (homemaking,
cooking, local news, interviews in the
afternoons, and are winning a lot of
SPONSOR
new listeners and air advertisers to
this segment of spot buying.
3. Evenings, late p.m.: During eve-
ning schedules, once the toughest spot
time to clear, most of the easy-to-get
availabilities occur. This is primarily
because TVs greatest strength and
deepest inroads have been during the
hours of 7:30 to 10:30 p.m.
Prior to 7:30. newscasts are much in
demand as are some early-evening local
shows. These shows generally have a
high ratio of males to females in the
audience, since they reach family heads
just around the supper hour, or driv-
ing home from work. Announcement
slots next to these shows are also popu-
lar, with best-rated ones hard to get.
During the main part of the night-
time schedule, with a lot of evening
time for sale on the networks and a
lot of holes in network evening pro-
gram schedules, there is a wide choice
of availabilities of all types. Here
again the "package" deal is a big item,
with reps offering card-rate discounts
that run as high as 50% for a big
group of announcement slots primari-
ly in evening slots. These are often
a good buy for advertisers, reps point
out. since any losses of audience to
TV is largely counterbalanced by the
"wholesale" price that's being paid.
Late-night and all-night disk-jockey
participations are becoming more pop-
ular with advertisers; the best-rated
shows are virtualK sold out.
Kale outlook
Q. What's likely to be true this
fall of spot radio rates?
A. \s compiled l>\ sponsor's staff,
opinions on spot rates ranged all the
\sa\ from the optimistic views of
\AIMSK I "Present rates will con-
tinue" I to a station sales executive who
predicted gloomilv that "there are al-
mosl certainly going to be some rate
cuts h\ stations at night, particularly
in T\ areas."
Generally, this was how the situation
shaped up for fall :
1. Morning, daytime rales: The
trend in morning rates is upward.
Once considered more or less "mar-
ginal, the morning hours of 6:00 to
0:00 a.m. have been growing in value.
This is due primarily to the lack of TV
competition in these hours, the increase
in "secondary set" listening (kitchens,
bedrooms), and the over-all growth of
radio homes.
Some of the price increases in morn-
ing spot radio this fall will be outright
revisions of the rate schedule, both in
and out of TV areas. However, on
many stations, such as those repre-
sented by the NBC and CBS spot sales
divisions, the price hikes will come in
the shape of reclassifications of time.
It's going to work out something like
this: If you've been holding down a
spot at 7:30 a.m. on a station that's
reclassifying, you tnaj find that the
start of. say, Class "B" lime has been
rolled back from eight o'clock to seven
o'clock, and your original time slot
has moved into the next higher cate-
gorj on the rate card.
Whether the price is increased or
(he time reclassified it will work out to
virtually the same thing for the adver-
tiser. The choice is a diplomatic one,
and largely up to the station. You can
get an idea of what these rates ma\
look like h\ comparing the differences
between Class "C" and "D," or be-
tween class "B" and "C" on the rate
cards of several large radio stations.
Spot rates for late morning or after-
noon availabilities are likelv to remain
at practically the same level this fall as
they were this spring.
2. Evening, nighttime rates: Here,
the trend is the reverse of the situa-
tion in morning and daytime radio.
The bulk of radio research has shown
that, with a few notable exceptions, the
listening to nighttime radio is sagging.
Therefore, the adjustments in night-
time spot radio rates will tend to be
down. These will not always be a
straight "reduction" in rates. Again,
they may be reclassifications in a few
places. In cost cases, however, adver-
NARTSR clinics allow exchange of knowledge between agencies,
clients, reps. Picture below shows session at which Bill Eastham
(standing right), Lever Bros, brand advertising manager was guest
of honor. Others (I. to r.) include George Brett, Kati Agency; Tom
Flanagan, NARTSR; Robert Eastman, Blair: Fred Neuberth, Avery-
Knodel. Sitting Martin Beck, Katz; Jones Scovern, Free & Peters
Veteran agencyman C. L. Miller, C. L. Miller Co. (second from left)
at another NARTSR spot radio clinic-luncheon. Others (I. to r.) are
Arthur McCoy, Avery-Knodel; Tom Flanagan, and Jones Scovern.
NARTSR's philosophy in sporsoring sessions is that both buyer and
seller benefit when there is systematic discussion of the advertiser's
needs. Then reps salesmen can service their clients accordingly
tisei> will be offered "package" deals
— at card rates — which amount to the
same thing, rather than rate cuts.
Some of these deals will come in at
dollar-volume discounts that run as
high as 50 r v . with the average being
about 20 r /f . The sales argument is
simple: the money that's saved in buy-
ing a big schedule of nighttime spot
announcements counterbalances any
general loss of audience. In some
rases, "packages" of announcements on
individual stations may run as low as
10 a week. Usually, they'll be sold in
groups of 21 or more, sometimes on a
"fixed" I advertiser's choice! schedule;
sometimes on a "floating" (station's
choice of whatever's open I schedule.
All increases or decreases, day or
night, are expected to be realistic in
terms of cost-per- 1.000.
Q. Will there be many "deals"
in spot radio this fall?
A. So long as some 2.350 radio sta-
tion compete against each other and
against TV for their share of the spot
radio dollar, there will be under-the-
counter deals. However, the expectancy
for fall is that advertisers who insist
CLEVELAND
WSRS
"The Family Station"
CLEVELAND'S
ONLY
NEWS STATION
ON THE AIR
24 HOURS DAILY
'ROUND THE CLOCK
WSRS
LOCAL NEWS EVERY
SIXTY MINUTES ON THE
HALF HOUR DAY & NIGHT
"The Family Station"
WSRS
CLEVELAND
NATL. REP. FORJOE & CO.
on using bargain-basement tactics in
shopping for radio buys will find the
going tougher.
By fall 1952 most of the leading ra-
dio stations will have made adjust-
ments in everything from rate card
prices and time classifications to dis-
count structures and local talent fees.
Some have trimmed their sails pretty
tightly, and with the NARTB and
NARTSR looking on watchfully, are
not likely to cut am further.
Business outlook
Q. How does spot business shape
up for fall?
A. From the standpoint of both buy-
ers and sellers of spot radio, the pic-
ture is optimistic. From veteran ad-
vertisers with multi-million dollar bud-
gets to relative newcomers with modest
radio allotments, admen are looking
at spot radio with renewed interest.
The rapid development of local day-
time programing, local personalities,
and local merchandising by radio sta-
tions in and out of TV areas has cre-
ated added interest in spot radio. Too.
there are signs of a swing back from
TV, both network and spot.
Stations and radio station reps, who
fought an uphill battle during the past
season against everything from spot
TV to radio networks with spot-like
sales vehicles, are understandably
pleased with the fall outlook.
Said an executive of one of the
network-owned station rep organiza-
tions: "Last year, around this time, we
were witnessing a parade of spot ad-
tisers who were dropping out of spot
radio because of TV. Many wanted to
experiment in TV spot; a few were
trying to balance the costs of high-
priced network TV. New business was
hard to flush out of the bushes — I
guess we didn't sound very enthusias-
tic. How could we?
"Today, things are different. We've
had a bumper crop of renewals that
have carried us right through a strong
summer, with more renewals due for
fall. In addition, we've had a substan-
tial number of our 'old customers'—
many of them returning to us from
TV — coming back. This is particu-
larly true of food advertisers, who have
been attracted back to spot, radio be-
cause of recentlj stepped-up merchan-
dising at the various stations.
"A lot of new clients, too. will be
on our books for fall. Some of these
are veteran advertisers who have never
used spot radio before, and are coming
to it because of the strength of our
sales stories and successes. Some of
them are new-product advertisers, who
are using spot radio to help launch
new goods and services, since it's easv
to match spot radio to distribution
patterns. '
Another veteran station rep put it
this way to sponsor: "In the earlv
days of radio's growth, the networks
signed deals with stations which gave
to the networks the choice evening
hours and daylight hours. We were
lucky to stay alive by selling what local
programs were left, plus adjacencies to
the network vehicles.
"This fall, the shoe's on the other
foot. Sponsors are asking for davtime
or morning spot radio, local newscasts,
evening saturation campaigns and the
growing number of well-rated local
shows. The potential for growth has
turned in favor of spot. And, the net-
works no longer look upon us as a
kind of bargain-basement operation.
They compete with us every step of the
way for the radio ad dollar."
Q. Will the lineup of spot radio
advertisers this fall be virtually the
same as last fall?
A. Several leading advertisers — from
Hudson Pulp & Paper to the auto
manufacturers — will be much more
heavily in spot radio, having experi-
mented freely in TV and found it not
always suitable to either their problems
or their ad budgets. This TV "turn-
over" is likely to continue until fa)
everyone has tried TV, or (b) every-
one has made up his mind about it.
At the same time, there will be sev-
eral new categories of spot advertisers
on the air in radio this fall, principallv
among the booming crop of chloro-
phyll products and new agricultural
products. Since spot radio is not re-
stricted to TV areas, but at the same
time can be held down to areas in
which distribution is being achieved,
it's still one of the best choices in the
national media line-up for the intro-
duction of new products.
Q. What national advertisers are
68
SPONSOR
brings you a NtW approach
to the OREGON Market
The picture has changed in Portland — KWJJ, Oregon's most
powerful independent station, now presents a bigger and bet-
ter buy than ever before. Here is what has been happening.
NEW Ownership
The station has been purchased by
Rod F. Johnson and its management reorganized for improved program-
ming and service.
NEW Programs
KWJJ has added new programs, both transcribed and live talent to
produce a new program schedule which has unlimited variety and in-
creased family popularity.
NEW Merchandising Service
KWJJ has always stressed its merchandising service to advertisers. Now
a whole new program of special promotions and merchandising plans is
offered to help make your campaign on KWJJ more effective.
NEW National Representatives
KWJJ now offers increased coverage of the national field through the
many offices of its new representatives, Weed and Company. Contact
them for detailed facts on KWJJ's Billion Dollar Market.
KWJJ
10,000 watts
Oregon's Most Powerful Independent Station
National Representatives
WEED AND COMPANY
New York. Chicago, Detroit. Boston
Atlanta, Hollywood, San Francisco
Studio and Offices
1011 S. W. 6th Avenue
PORTLAND 4, OREGON
Phone ATwater 4393
"SPOT" Your Campaign on
Portland's "Family Station".
You don't need "BIG MONEY" to
spot your sales message in Portland's
market. KWJJ wide coverage, popu-
larity and program variety offer the
perfect vehicle for "Spots that Pull."
Tie in with top news, sports, music,
features and record programs that
lead in audience appeal.
1080 on Your Dial
14 JULY 1952
69
buying heavily in spot radio for
fall?
A. According to a sponsor checkup
among station representatives and ad
agencies, these categories of adver-
tisers are expected to be most active in
spot radio this fall:
Soaps — The postwar boom in de-
tergents, paced by P&G's Tide, is con-
tinuing, but the competition — Lever's
Surf. Colgate's Vel — is beginning to
make a strong showing. The battle is
on constantly in all major media, with
the major soap firms shuffling around
their spot radio schedules for deter-
ments, and even for their standard soap
brands. There's usually a steady, 52-
week "basic" campaign going for most
of them, supplemented by periodic
splashes that involve heavy spot radio
geared to special contests, merchan-
dising drives, or coupon "sampling"
deals. Several of the major soap firms,
particularly P&G and Colgate, who
trimmed their spot radio in TV areas
last year, are beginning to move back
into the video cities with increased
spot radio.
Drugs — Hottest are the new rash of
< hlorophyll products — from toothpaste
to dog deodorizers. The advance pre-
dictions for fall indicate that they will
be as big a buyer of spot radio time
and programs as the anti-histamine
products were a couple of seasons ago.
The regular drug advertisers in spot
radio — the patent medicines, the laxa-
tives, the analgesics — are expected
back this fall in somewhat greater
numbers and with larger campaigns
than last year. Traditionally, when
drug sales are good, drug advertising
booms. And. drug sales have held up
well during 1952.
Later in the fall, although much of
the buying is being done now, the
cough-and-cold remedies, such as Per-
tussin and the cough drop firms, will
be in spot radio in Northern markets,
working southward as the season pro-
gresses.
Foods — Always one of the major
advertising groups in spot radio, the
food product firms are expected to be
even larger this fall than they were
last. For one thing, increased national
income has meant more food spending,
and a higher standard of living for
more people. This, in turn, leads to
competition for "new" family cate-
gories, and for rural consumers. Also,
food advertisers have turned to day-
IN MIAMI NOW!
If you still think Miami's merely
a "Winter Resort "...take a look at
these figures from the Miami and
Miami Beach Convention Bureaus!
227 Conventions Booked April Through
November Of This Year!
212,455 Conventioners From Everywhere
Will Attend These 227 Conventions!
$25,932,970.00 Is A Conservative
Estimate Of The Number Of Dollars
These Conventioners Will Spend Here!
And. ..remember, all this is in
addition to our thousands of
Summer Tourists and our half a
million year-round residents!
Get your share of this big.
bustling all -season business!
WIOD can get it for you. Just let
your Hollingbery man fill you in
on the details.
James M. LeGate, General Manager
5,000 WATTS • 610 KC -
National Rep., George P. Hollingbery Co
time and morning radio to sell every-
thing from breakfast cereals and cof-
fee to cake mixes, as the strength of
daylight-hour radio has grown.
Spot radio has begun to look more
and more attractive to food advertisers
because of the stepped-up merchan-
dising campaigns now being waged by
radio stations in all parts of the coun-
try. In the competitive field of super-
market selling — where a product sells
or doesn't on a combination of good
packaging, good displays, and good
advertising pre-sell — food advertisers
are aware that guaranteed merchan-
dising tie-ins can do a lot to increase
the power of advertising.
So far, the biggest pushes in station
merchandising have been in the direc-
tion of promoting food items, and the
major accounts are beginning to sit
up and take notice.
Others — None of the advertisers in
the automotive, appliance or other
hard goods classes is willing to make a
prediction about spot radio expendi-
tures for fall. Their plans are "iffy"- — ■
if shortages in vital materials do not
develop, if the armed forces require-
ments do not cut too deeply into civil-
ian production, if labor situations can
be straightened out.
Movie advertising in spot radio is
expected to jump upwards, as is the
spot air advertising done by magazines
and publishing houses. Spot radio
usage by retail firms, or retail chains
like Sears or Ward is expected to be
heavier than last year. Beer and soft
drinks will be at least as strong as last
season.
Merchandising
Q. What developments in station
merchandising are expected this
fall?
A. Virtually all major radio outlets,
in or out of TV areas, will have a sta-
tion merchandising operation this fall,
or will have one operating soon after.
This is a statement that's true today:
it certainly wasn't a few short years
ago. A few pioneer stations like WLW,
Cincinnati; WWVA, Wheeling; WR-
VA, Richmond; WFAA. Dallas; WLS,
Chicago; WJR, Detroit; WFIL, Phila-
delphia and others have long done pe-
riodic or regular merchandising drives.
But for the first time now the trend is
in all classes of I 1 . S. markets.
Merchandising has boomed at the
70
SPONSOR
station level because of a combination
of pressures. Television has made a
dent in the revenue of radio stations —
in and out of video markets — since
many advertisers took their TV money
away from radio spot. Also, with the
number of AM and FM outlets in the
U. S. constantly growing the scramble
for the advertiser's dollar has become
more harried.
In a few cases, merchandising is
being offered by hard-put radio sta-
tions as a kind of come-on to advertis-
ers, instead of rate-cuts. This is a prac-
tice frowned on by the station rep trade
group, NARTSR. At the same time,
the American Association of Adver-
tising Agencies, currently drafting a
station-agency code of ethical practices,
is keeping a sharp eye out for agencies
who demand merchandising as a con-
dition of buying time or programs.
Space doesn't permit a listing of
those radio stations who, individually,
are organizing merchandising drives.
They range from the merchandising-
plus - personal - appearances done by
KGW in non-TV Portland. Oregon, to
the smooth-clicking radio merchandis-
ing-plus-contests organized by WTOP
in TV-conscious Washington, D. C.
Across the nation, you'll find all types
and sizes of stations merchandising
throughout their listening areas, and
boosting ad impact beyond TV limits.
Newest and hottest trend in spot ra-
dio merchandising has been the or-
ganizing and operating of merchandis-
ing "packages" by station reps, which
cover all or several of the stations they
represent. Typical big-time efforts in
this respect are the "Chain Lightning"
operation of NBC's Spot Radio Sales
branch, and the "Supermarketing"
drives of CBS' Radio Sales. Intensi-
fied merchandising efforts are also be-
ing promoted these days by other sta-
tion reps, from Avery-Knodel to Weed
& Company, featuring tie-ins with food
chains, drug chains, retail stores.
These merchandising operations are
truly big-time deals. They call for an
advertiser to spend a minimum amount
in a minimum period (example: $1,500
a week net for 13 weeks on WNBC,
New York, as part of "Chain Light-
ning") and in return guarantee him
various point-of-sale promotions. These
include counter displays, island dis-
plays, shelf promotions, preferred po-
sitions, window promotions, and the
like, plus a featuring in the store's (or
chain's) advertising in other media.
Where Can You Buy
Average Ratings of 24.0?
Right now you're looking at the home of College Radio — "campus-
limited"' stations managed and operated by students for students. Sixty-
one college radio stations make up the Intercollegiate Broadcasting
System. These stations offer not only a great educational opportunity
for the undergraduates, but also an unexcelled medium for the adver-
tiser to reach the college student.
H lien you sell a college statical, you've got a lifetime
customer! There are 6,000,000 college graduates living today, and
the college halls embrace 2. HI 10.(11 H I undergraduates. The rnllege market
is the best "heeled" and certainly the most influential group in the
country today.
The time to influence this group is when they are in college. If it is a
product you are selling, remember brand preferences formed in these
years may very well be lasting! If you have an institutional message,
present it while they are in college!
College years are the years for assimilating knowledge and ideas. It
is a time of preparation for life. It is a formative period. Form their
buying habits — for your product — while they're in college!
You buy average ratings of '2. 1. 0! The most effective way
of reaching and selling the college student is through his or her own
college radio station. Like pep rallies and proms, campus broadcasting
is an integral part of college life.
Proof of this rests in the fact that recent audience surveys show that the
average time period on a college station enjoys a rating of 24.0. Add to
this consistently high rating the intense loyalty of the listeners, and
you know you have an advertising medium magna cum laudel
You can buy any of the 61 IBS affiliates individually or as a group.
For complete market data and information regarding IBS facilities,
programs, coverage and rates, contact the IBS representative.
Intercollegiate Broadcasting System
The Thomas F. Clark Co., Inc.
205 East 42nd Street, New York 17, New York
35 E. Wacker Drive Chicago, Illinois
3049 E. Grand Blvd. Detroit, Michigan
14 JULY 1952
71
The first round of such merchandis-
ing deals has produced startling re-
sults. The head of one large grocery
chain on the Eastern seaboard, for in-
stance, who had participated in a re-
cent station merchandising campaign,
reported that the sales of featured
products were up anywhere "from
Id' i lu 200' < '" as a result. Local sales
increases, on a few occasions, have hit
as much as 400^- and have held up
well after the promotions. This is the
kind of sales story which makes practi-
cal sense to advertisers — particularly
food manufacturers or those who sell
in supermarkets, or drug chains.
The trend in American retailing of
food products and drug products since
World War II has been toward large,
self-service stores where displays are
usually equalized and advertising
pushes largely neutralized. Therefore,
the aggressiveness of stations and reps
in lining up store chains for joint
radio-retailing promotions has brought
many new advertisers to spot radio,
and has added to the over-all value of
spot as an advertising medium.
Q. What are some representative
examples of spot radio merchan-
dising by stations?
A. Here are capsule summaries of the
merchandising activities oi just a few
radio stations which are carrying their
advertising impact far bevond the ra-
dio loudspeaker:
1. WLW, Cincinnati, is a real pio-
neer in station merchandising, has
been active for over a dozen years. No
fewer than 26 major merchandising
services — from in-store displays to
sales research — are handled by the
giant Midwestern outlet, and are avail-
able to advertisers. A recent, station-
wide campaign in WLW's four-state
area was called "Parade of Stars." and
featured the TV outlet in addition to
the AM station. Some 5,000 grocers
participated, using special promotion
kits and a wide variety of display ma-
terial to back up some 65 featured
grocery products. As always, the WLW
month-long drive boosted the sales of
all the products involved.
2. WISN, Milwaukee, recently cele-
brated its 30th birthday as a station,
and the 10th anniversary of a happy
partnership with the drug chains in its
areas. Airing a weekly-quartcr-hour
show called Knotv Your Druggist Bet-
ter, WISN has done much to point up
Storer Broadcasting Company
Represented Nationally
by KATZ
SPONSOR
the druggist's role in the community.
In return, the druggists have cooper-
ated over and over again with the sta-
tion in handling special drug merchan-
dising campaigns for WISN-advertised
products. The Milwaukee outlet also
services grocers and druggists with
regular dealer bulletins, merchandis-
ing ideas, helps arrange periodic spe-
cial displays and promotions, and then
follows them up with personal calls.
3. WGAR, Cleveland, is in the
works now with a new "Merchandis-
ing" campaign which ties in such ma-
jor supermarket chains as A&P and
Kroger with guaranteed display pro-
motions. Advertisers who sell their
products through these two chains, and
who qualify in other respects i includ-
ing a minimum expenditure of $250
per week net for 13 weeks on WGAR i
are eligible for the point-of-purchase
promotional backing. Special store
displays will feature the air-advertised
products, and special round-the-clock
plugs on WGAR will call attention to
the store displays.
4. KNX, Los Angeles, is represen-
tative of the big-power radio stations in
mature TV markets which now realize
that one of the best ways to counter TV
losses is to make gains in the outlying
areas where TV cant touch them,
meanwhile merchandising to a fare-
thee-well right under TV's nose.
In conjunction with the station's
popular, well-rated H ouseivives" Pro-
tective League and Starlight Salute
participation show, KNX employs a
full-time merchandising manager with
a thorough knowledge of sales and dis-
tribution problems. Merchandising
campaigns are thorough; they start
lolling two weeks before the adver-
tiser is due to bow onto the show, and
they follow him from the early "flash"
bulletins to dealers right through elab-
orate composite and individual dis-
plays, shelf promotions, window dis-
plays, and tie-in retail advertising.
KNX makes its tie-ups with drug, de-
partment, and jewelry stores in addi-
tion to the usual supermarkets and
food stores. Typical result: the Marco
Company of Los Angeles took a 13-
week participation for their pet food
on HPL and SS shows. Then, the mer-
chandising began to roll. Ten days
before their commercials started, the
Marco Company had sold over one
thousand cases of the product to retail-
ers on the strength of the upcoming
radio-plus-merchandising drive.
Spot fundamentals
Q. Does spot radio derive its name
from the term "spot," meaning
short announcement?
A. 'I hi- i- a common misconception,
even among executives of firms which
have used spot radio for main years.
Actually, the word spot used here
means on the "spot"" the advertiser
chooses. The form of advertising mes-
sage may vary all the way from
short station break announcements or
other types of "spots" to participation
in local programs or full sponsorship
of news shows. < 1 1 is because of this
• infusion that si'O.nsor avoids using
the word "spot'" to mean air announce-
ment. '
Q. What are the chief advantages
of using spot radio?
A. Apart from the fact that it brings
sales results at low cost — as witness the
results of the ARBI studies — spot radio
is still the most flexible air medium,
with the biggest "circulation."
As NARTSR pointed out recently,
"spot radio affords almost limitless op-
more
people are listening
more
to WQXR
because there is no
substitute for good music
Ratings day and night have climbed for the
past 2 Years — and are still climbing.
While average Pulse ratings have increased, rates have not.
And agencies, constantly on the look out for good, economi-
cal buys, are recommending WQXR to clients who keep a
sharp eye on budgets. They are finding WQXR's low cost-
per-thousand most attractive and productive.
WQXR's big 600,000-family market is in the market for
your product. Let us show you how you can best reach these
responsive ears... which cannot be reached so effectively
by any other New York radio station.
Call or write: W UAK
229 West U3rd Street, Neiv York 36, New York
LAckwanna U-1100. Represented by
The Paul H. Raymer Company
14 JULY 1952
13
portunit) to pin-point the audience
you're trying to reach."
Q. What does spot radio's "flexi-
bility" mean to an advertiser?
A. Spot radio gives an advertiser a
wide-ranging choice of air vehicles to
carry his advertising message. Basic-
ally, this breaks into three categories:
(1) programs. l2l announcements and
participations, and (3) station breaks.
An) of these three can be live or
transcribed, or combinations of both.
They can include everything from
brief "station I.D." announcements
and time signals through 20-second
and 30-second station breaks, and on
up to minute announcements, partici-
pations, disk jockeys, local personali-
ties, farm shows, newscasts, sports
events, or transcribed full-length pro-
grams.
In terms of frequency, they can
range from the simple, steady $40,000-
annually campaigns of Oyster Shell
Products (a single minute announce-
ment per week on a list of farm sta-
tions) through the gigantic saturation
campaigns of General Mills for Wheat-
ies 1 900 announcements per week for
13 weeks, averaging 10 announcements
per day per station).
In terms of markets, spot radio's
flexibilitv can range from a single "test
market" campaign for a new product
on up to the nationwide, all-major-
market drives used b) the auto manu-
facturers to announce a new model.
Q. Who can be reached via spot
radio?
A. In the broad sense, every radio
home in the nation, plus the outside-
the-home listening done to auto sets
and portables, and other forms of ra-
dio listening, is part of the basic cov-
erage of spot radio.
In more precise terms, what applies
to radio today in the way of statistics,
listening and rating charts is true of
spot radio. Reference to sponsor's
Radio Basics section I see page 99 1
will give advertisers and agencies a
broad picture of spot radio, and who
can be reached by it.
However, getting the most out of
spot radio is a matter of skilled time-
buying by agencies. Individual think-
ing must be applied to each market
since everything from the climate and
number of automobiles to seasonal
business variations and local listening
tastes can alter the picture.
An advertiser entering spot radio
for the first time must be prepared to
face many small decisions — far more
in sum than are involved in choosing
a major network vehicle. He must be
prepared also to allow his agency the
maximum in freedom to make buys
quickly. It takes fast stepping plans,
hard work to reach spot radio's audi-
ence with the right advertising vehicle
at the right time. However, the audi-
ence is there, and sales results more
than make up for the extra effort.
Spot programing
Q. Are there any new trends or
unusual advertising buys in station
programing?
A. Here are some of the major
trends in local-level programing, as
reported to SPONSOR by station reps
and local program officials:
1 . News programs — A year ago, spon-
sor reported that "tke boom in news
programing since the Korean war con-
70 e T>a 76u
AT KQV, it's a 24-hour-a-day job
aggressively promoting in the right,
places for its advertisers. Carefully
planned promotion - - newspaper, dealer contests and special theater tie-
ins - - is one reason why our rating and our local and national billing are
consistently high. Spot revenue-wise, KQV is among the top five Mutual
stations of the nation.
Pittsburgh's Aggressive Radio Station
5000W-1410KC
Basic Mutual Network • Natl.Reps.,WEED&C0.
74
SPONSOR
tinues unabated/' Today, that's still
largely true, with the Korean situation
dragging on, Europe jittery, and the
national elections just around the cor-
ner. Although TV newscasting has
improved greatly in the past season,
audiences still look to radio for fast-
breaking news.
But general rating levels of news-
casting throughout the U.S., except
for non-TV areas, are not higher than
last year. There are. of course, some
exceptions to this. Still, as Bob Hoff-
man, research director of WOR, told
SPONSOR: "The ratings of local radio
newscasts are not striking when mea-
sured against those of peak news peri-
ods in 1951. However, radio newscasts
are doing better relatively in TV areas
than other types of radio programs. In
other words, they're proving more dur-
able. It's well to remember that there's
9 trend toward listening to radio news-
casts on secondary sets, particularly
during the time when the early-eve-
ning kid shows are on TV in video
areas. Again, more newscast listening
late at night is being done to secon-
dar\ sets in bedrooms. These are not
] effected accurately in today's ratings."
/tations, realizing that one of their
chief programing devices is news, are
throwing a lot of effort into developing
more news strips, and promoting those
that already exist. In several recent
instances, stations have turned down
network sustainers and even commer-
cial shows to build early-evening news-
casts across-the-board. Sponsors for
them are easy to find among both na-
tional and local advertisers. The
Presidential campaign is expected to
do much to enhance news listening th
fall and make for added sales of news.
2. Participation shows — At both
station and agency levels, an ever-in-
creasing amount of attention is being
paid to good participation shows. These
run the gamut from morning disk
jockeys to women's shows and late-
night platter twirlers.
Buying time in such programs has
been made much easier, with more sta-
tions servicing their reps with thorough
research on ratings, costs-per-1.000.
sales results and the like. As one of
J. Walter Thompson's timebuyers put
it to sponsor:
"We used to play it safe, for the
most part, in our spot campaigns,
scheduling transcribed announcements
and breaks next to local programs.
Often, we did this to please clients who
14 JULY 1952
P
ARE U0<L A MR.
ft
0fffy?
SPOT RADIO?
Spot radio lets you hand-pick the station which will
do the best selling job for you — market-by-market.
SOUTHWEST VIRGINIA?
Southwest Virginia, of which Roanoke is the hub,
is a complete market within itself. It represents
about one-fourth of Virginia's total buying power.
WDBJ?
WDBJ is a 28-year-old pioneer in this rich market
— a consistent leader year after year in listener
loyalty, prestige, coverage, and sales results! Ask
Free & Peters!
Established 1924 • CBS Since 1929
AM . 5000 WATTS . 960 KC
FM . 41.000 WATTS • 94.9 MC
ROANOKE, VA.
Owned and Operated by the TIMES-WOULD CORPORATION
FREE & PETERS, INC., National Representatives
;■;.; . ■■:..: . ■ . ■'■':■:.■■.:
CHEAP
ELECTRIC POWER
IS BRINGING
NEW INDUSTRY
TO
WESTERN MONTANA
76e Ait TKotfo Station*
1 \ i
ouuo wans izv wans
Night 4 Day Night & Day
MISSOULA ANACONDA
BUTTE
MONTANA
THE TREASVRE STATE OF THE 48
75
had no respect for, or interest in. local
programing. Now. with good morn-
ing and afternoon announcement slots
hard to find, clients have been forced
to think in terms of local programs.
Manv accounts I know who have tried
participation programs are highl)
pleased with the results. This in turn
leads to more program business for
stations especially among those that
continue to develop good local shows."
So popular has the local-personality
type of participation show become that
station reps todav have been looking
increasingly for good program formu-
lae which can be duplicated on all their
stations and made into a kind of "pack-
age."' One good example of this is the
stretching of the Housewives' Protec-
tive League to include all-but-two of
the radio stations represented by CBS
Radio Sales. As sponsor went to press,
plans were in the works to extend HPL
to those last two markets also, giving
CBS complete uniformity. Advertisers
can buy into any or all of these shows.
In buying all of them they have a po-
tential audience that's about the same
HEREVER YOU
All over Western
New York, North-
ern Pennsylvania
and nearbyOntario,
WGR is the MOST
LISTENED-TO
RADIO Station.
iAjroadcoA&ng Corpj&ra&vit
size as the total U.S. television homes.
Network co-op shows have been
turned, by many stations, into partici-
pating programs to boost the amount
of daytime slots they have to sell.
More of this is expected for fall.
3. Other program trends — With ra-
dio growing increasingly competitive,
stations have turned toward develop-
ing more specialized program types.
Sparked by such industrywide prime
movers as the NARTSR spot radio
clinics, the BMI broadcaster clinics,
and national and regional meetings of
broadcaster groups, stations are now
going after "special interest"' audiences
with programs designed for their ears.
Music shows are seldom mixtures of
different musical types. They now range
from stepped-up rural and folk music
shows aimed at farm audiences to
specialty shows like WNBC's all-night
classical record -low. There are shows
for language groups, hobbyists, motor-
ists, gardeners, farmers, and vacation-
ists in ever-growing numbers. Pro-
grams of a purely public-service na-
ture, and those of special communis
interest (local news, club doings, etc. i
are on the increase.
"The theory behind this is simple,'"
a station manager told sponsor. "We
pick up some more audiences here, and
we pick up some more there. In sum.
they add up to a substantial boost to
our basic listening audiences, and help
to integrate the station into the busi-
ness and social life of the community."
Transcriptions
RAND BUILDING, BUFFALO 3, N. Y.
Notional Representatives: Free & Peters, Inc.
leo J. ("Fitz") Fitzpatrick
I. R. ("Ike") lounsberry
Q Are advertisers increasing their
use of transcribed shows?
A. The transcribed radio program
business is enjoying a boom. It is now
the chief developer of new big-time
radio shows and other attractions de-
signed to keep station programing on
a high professional level — and afford
advertisers a low-cost means of pro-
graming.
The Frederic W. Ziv Company, in-
dustry leader, states that their 1952
production budget is triple what it
was a few years ago; for the next sev-
eral years, they have a very elaborate
production schedule. In the 1951-52
season, Ziv invested $2,548,000 in
three new program series: / Was a
Communist for the FBI, $650,000
76
SPONSOR
($12,500 per program, 52 in series);
Bright Star, $650,000 (ditto); Bold
Venture, $1,248,000 ($12,000 per pro-
gram, 104 in series).
RCA Recorded Program Services
has appreciably upped its production
budget to meet increased demand for
syndicated shows. They report that
the number of advertisers using their
shows has increased 25% since last
year, with regional sponsors predomi-
nating among the new ones. The 300
stations currently carrying their pro-
grams represent a 40 f i increase in sta-
tions over last year.
Harry S. Goodman reports that the
number of advertisers using his shows
increased about 40% since last year,
while dollar volume has gone up 25' < .
Show sales were adversely affected in
some 15 major markets (due to TV)
but Goodman turned his concentration
on the smaller markets; now he has a
larger number of advertisers who pay
less money each but it all adds up to
expanded dollar volume for Goodman.
Although Goodman is not now pro-
ducing any new radio shows (he's
concentrating on new TV produc-
tions), he looks forward to continued
high sales of the 29 programs already
"in stock/'
Charles Michelson. Inc. indicates
gross income is up 25 to 30% since
last year, while the number of adver-
tisers using their shows multiplied by
some 60 to 70 ( /< . They have upped
their production budget over 100%
since last year, have put out about six
new programs. The number of sta-
tions carrying their programs (450 to
500) has increased by about 100 since
last summer. They report an increas-
ing use of their shows on the larger
stations and on the smallest ones, with
the medium-sized outlets lagging. Rea-
sons: Net affiliates are hungry for pro-
grams to make their time remunerative.
The small-station spurt Michelson at-
tributes to the break-up of the Liberty-
Network.
MGM Radio Attractions has become
more of a producer than a syndicator
over the past year. As of 31 December
1951, the firm signed a long-term con-
tract with the Mutual Broadcasting
System entitling Mutual to the use of
the 10 leading MGM shows on a more
or less exclusive basis in the U.S. With
these programs, which are all top-star
shows, Mutual has been programing
six evening hours weekly over its en-
tire network of over 550 stations (Mon-
MIDDLE
TENNESSEE'S
RADIO VOICE
100% NEGRO PROGRAMMING!
100% NEGRO PERSONALITIES!
MR. ADVERTISER: Would you be satisfied if you knew
one of your salesmen was only making a 70% effort to-
ward completing a sale? If you're overlooking the NEGRO
segment of the city of Nashville's population, you're
neglecting 30% of your prospects!
The only sure way of making a 100% sales effort in
Nashville is through the use of NEGRO RADIO 1
NEGRO RADIO in Middle Tennessee is WSOK'
WSOK is the station that began broadcasting December
14, 1951 and ranks THIRD*, month-by-month in the
C. E. Hooper total rated share of audience time periods,
January through April, 1952.
When you compare rates and Hooperatings with the other
leading Nashville stations, you'll be convinced that WSOK
is your best radio buy in Middle Tennessee.
Over 110,000 NEGROES live and buy in the WSOK 0.1
MV listening area.
Forjoe men have fact sheets on this top station and
market!
I ml trtti i if< ii large segment o) Whitt listeners *//*<».
1000
WATTS
1470
KC
REPS
FKffl
NASHVILLE, TENNESSEE
FORJOE & CO. . . . DORA-CLAYTON (Southeast)
14 JULY 1952
77
day through Saturday evenings, from
8:00 to 9:00 p.m. each night I. MGM
Radio Attractions also has a similar
tie-up with a Canadian group of sta-
tions, All-Canada Radio Facilities.
which uses most of the same shows as
Mutual.
Incidentally a frequent plaint heard
at BAB and BMI district meetings is
that there is a shortage of half-hour
programs. Some of the complaining
station men say they've pretty well ex-
hausted the availahle material of this
type and are looking forward to a
hroader output of the 30-minute tran-
si i iptions from among the syndicators.
Q. What advertisers are using
transcribed programs?
A. Transcription firms almost unani-
mously report notable increases this
past year in the number of advertisers
buying their shows (see figures in
Question 1 ) . Ziv notes that multi-mar-
ket transcription buys by regional and
national advertisers of its big-time
vehicles have been increasing. / Was
A Communist for the FBI, which has
been sold on over 550 stations, was
purchased for 50 stations by the Jacob
Schmidt Brewing Co. of St. Paul; in
10 markets by the Golden State Dairy
Company of San Francisco; in six by
You can't cover Indiana's #2
market from another state.
Our rates are local and include
complete merchandising distri-
bution and promotion assistance.
We serve 400,000 loyal listen-
ers in Negro, rural, industrial,
and four nationality groups.
Only the Gary Sales Plan sells
Indiana's second market.
Call us without obligation.
Gen. Mgr.-WWCA
WWCA
Gary Indiana's
No. 2 Market
Chicago's
Radio
Monster
the Timken Roller Bearing Company.
Greyhound Bus Company, Bigelow-
Chevrolet, are among other sponsors
of / Was A Communist and other Ziv
shows. Brewers, utilities, grocery and
food sponsors are leading Ziv program
purchasers.
Regional advertisers predominated
among those buying RCA syndicated
programs this past year, and RCA
looks forward to welcoming even more
regional as well as national sponsors.
Among those already on the RCA list
are McCormick Biscuits, Ltd.. Borden.
General Electric. Frigidaire, Mail
Pouch Tobacco, Procter & Gamble.
Charles Antell sponsored five of the
MGM Radio Attractions over the whole
Mutual network in a nine-week cam-
paign just ended. These programs
{ Woman of the Year, The Black Mu-
seum, MGM Musical Comedy of the
Air, Adventures of Casanova, Adven-
tures of Maisie) are currently taking
a 13-week hiatus from the air; the
other five MGM features (Crime Does
Not Pay, Story of Dr. Kildare, The
Hardy Family, Gracie Fields Show,
MGM Theatre of the Air) will remain
on Mutual throughout the summer.
They are sponsored on a co-op basis
by some 650 advertisers. Pequot
Mills and Amana Refrigerators spon-
sor another MGM show on Mutual,
The Paula Stone Show.
National advertisers bankrolling
Goodman programs, most of them on
a co-op basis, include General Electric.
Philco, Admiral, Nash Kelvinator.
Kroger Grocery Company. Sponsors
using Charles Michelson offerings are
largely local but include some national
spot buyers. In the ranks are Wrig-
ley's, General Motors, Blackstone Wash-
ing Machines, Borden, Lever Bros.,
General Foods (for Post Toasties and
Instant Postum). Jackson Brewing
Company (Midwest and South), Early
& Daniel Feed Company.
Q. What types of transcribed
shows are most popular?
A. Mysteries, soap operas, and big-
name, network calibre shows seem to
be in the lead. Ziv's / Was a Commu-
nist for the FBI, starring Dana An-
drews, is carried on over 550 stations;
Bold Venture on over 500: their Bright
Star comedy series starring Irene
Dunne and Fred MacMurray which
debuted 24 September 1951. signed
227 markets in its first M) days, is now
78
SPONSOR
on over 400 stations; Boston Blackie's
19.1 rating in Kansas City made it
the highest-rated show in the city on
Sunday afternoons. Ziv offers 26 pro-
gram series, ranging from the musical
Guy Lombardo Show to western Cisco
Kid to soap operas Dearest Mother and
Forbidden Diary to sleuth stanzas
Philo Vance and Boston Blackie.
Soap operas head the Goodman
popularity list, namely, Linda s First
Love and Mary Foster, Editor's Daugh-
ter, (sponsored by Kroger Compan) I.
Burl Ives Sings and Hymns of the
World come next, then the mystery
show Let George Do It, previously a
top-rated show on the Don Lee Net-
work which Goodman "took off the
line" and sold in other sections of the
country. Public service feature. Doc-
tor's Orders, has also been selling well.
RCA Recorded Program Services of-
fers 24 syndicated programs, found
that the most popular this year were
Aunt Mary, The Haunting Hour,
Weird Circle, Five Minute Mysteries,
The Playhouse of Favorites, and A
House in the Country.
Widest sponsorship in the Michelson
stable goes to mysteries, with The
Sealed Book and The Avenger on tup.
WTOP, Washington, D. C. uses a solid
Michelson mystery block from 8:00 to
11:00 p.m. Fridays, has topped all
other Washington stations rating-wise.
Michelson has added two new mys-
teries this year, In the Name of the
Law, and Order in the Court; will soon
release Dr. Jekyll and Mr. Hyde series.
Q. What do transcribed programs
cost?
A. Costs still vary, depending on sta-
tion and size of market. But general-
ly, an advertiser can buy a transcribed
show for even less than last year in
many markets, due to TV competition.
RCA syndicated programs, which
last year ranged from $4.00 to over
$200.00 a program, can be bought this
year for from $3.00 to $150.00 per
show. Goodman shows also start at
$3.00 in the smallest markets, run up
to $250.00 in major centers — a reduc-
tion from last year's top rate of $400.
What is the fall outlook for
transcribed programs?
A. V er\ ros\ . Zi\ l!< \ Goodman.
Michelson all anticipate steadily rising
sales, continuing the jiains of L952.
Zi\ predicts their business will ex-
pand in direct ratio to the speed with
which the network radio business de
(lines. With their lavish production
budget they plan to produce shows
with even more top stars, and the best
script material available.
According to A. B. Sambrook, man-
ager of RCA Recorded Program Sei
vices Sales: "The fall outlook is a
bright one, with every indication of
increased sale> In stations and spon-
sors. The trend will be toward greater
use of these shows by well-known re-
gional and national sponsors."
Goodman looks forward to a revival
of sales in the major markets this fall
as the networks have fewer top pro-
grams to feed their affiliates.
Michelson says his upped business
this past year was not due to any spe-
cial promotion or selling effort on his
part, but to the growing recognition
by stations that they need transcribed
shows to remain in a competitive posi-
tion programing-wise.
_~_rL._
1950 DATA
Within 0.5
MV/M
Contour, DAY
Within 0.1
MV/M
Contour, DAY
AUDIENCE, 1950
lAffKfl ALTOONA
Population
149,800
239,400
lnr Vm penna
In Communities
On Farms
138,900
10,900
201,220
38,180
^^
Households
44,300
68,500
In Communities
41,760
59,780
On Farms
2,540
8,720
Your message on WFBG reaches a potential listening
Radio Homes
41,950
64,100
audience of over a quarter million people . . . people
In Communities
On Farms
39,630
2,320
56,090
8,010
eager to purchase your merchandise when presented
RETAIL MARKET, 1949, $
over "The Station Most People Listen to Most" in
Food Stores
36,600,000
49,180,000
Altoona.
General Merchandise Stores
15,130,000
19,700,000
Apparel Stores
8,850,000
10,670,000
Home Furnishings Stores
8,870,000
11,120,000
OF THE PEOPLE
Automotive Outlets
17,500,000
27,240,000
OQ Q* LISTEN TO WFBG Eft ft* OF THE TIME
ImOuO (6:00 AM till 1:00 AM) UU.U
Filling Stations
Building Mtl. -Hardware
5,240,000
6,700,000
10,250,000
10,530,000
Eating-Drinking Places
8,320,000
12,810,000
Drug Stores
2,280,000
2,840,000
All Other Stores
10,180,000
14,870,000
Due to fine programming and outstanding public
TOTAL RETAIL SALES
1 19,670,000
169,210,000
service, WFBG has dominated the rich Altoona mar-
FARM MARKET, 1949
ket for the past 26 years.
Number of Farms
Automotive Vehicles
2,250
4,150
7,710
14,340
Cost of Feed Purchased $
1,630,000
6,520,000
JACK SNYDER, MANAGING DIRECTOR
Value of Products $
6,670,000
24,400,000
Sources: Census of 1950 iPopulatio
n) 1949 (Business) 1945 lAgri-
culture*: BMB Radio Families', SRC
)S Consumer Markets; coordina-
nil NATIONAL REPRESENTATIVES
"Con
tion to 1949-1950 on basis of Fe
deral estimates by WALTER P.
BURN, Middlcbury, Vermont
an Met. Altoona Area Survey, January
1951. All Stations participating.
14 JULY 1952
79
Library services
Q. Are advertisers and stations
buying more library service pro-
grams?
A. Decidedl) yes. Despite the flood
of free records supplied to stations by
phonograph manufacturers in return
for free plugs, the library service busi-
ness is doing better than ever. This
may be due in part to the intensified
promotion and selling efforts made by
most of the services, and in part to the
continued opportunity libraries offer
sponsors and stations to present
smooth, professionally scripted pro-
grams at very low cost.
There are nine leading library com-
panies: Associated Program Service,
New York; Capitol Records, Holly-
wood; M. M. Cole, Chicago; Lang-
Worth Feature Programs, New York;
C. P. MacGregor, Los Angeles; RCA
Recorded Program Services (Thesau-
rus Shows), New York; Sesac, New
York; Standard Radio Transcription
Services, Hollywood; World Broad-
casting System, New York.
Business at the World Broadcasting
System, according to general manager
Robert Friedheim, is breaking all pre-
\ ious records. The number of advertis-
ers using their shows increased 30 to
IV , since last year, largely on the lo-
cal level. World now has more than
900 radio station-subscribers, a 15%
increase over last year. In April 1952
alone WBS signed 42 new contracts
with stations. This was the biggest
month in their history. They've upped
their production budget by some 25%.
Associated Program Service, says its
vice president and general manager
Maurice B. Mitchell, is serving more
stations now than ever before. He at-
tributes this partly to their new policy
of offering stations specialized libraries
— such as a production music library,
a show medley library, a popular li-
brary — at considerably lower rates
than the full APS library. This, states
Mitchell, has had the effect of opening
many hitherto closed doors. Many sta-
tions using competitive libraries have
bought these specialized units to aug-
ment weak sections: others which nev-
er before used a library are also select-
ing only the units they need. As for
the production budget, barometer of
future hopes, APS has always been a
large one, says Mitchell, and they have
no plans to reduce it.
According to Bennett S. Rosner, ad-
ANTED
"EARLY WORM" JOHNSON
The "Early Worm" never gets the bird from sponsors who want
results. Irwin Johnson's "Early Worm" program has top listenership
throughout the 24-county, Central Ohio area reached by WBNS . . .
starts the day right for loyal WBNS listeners. They stay with WBNS
to hear top local and CBS network shows . . . including all the top
20-rated programs!
K JOHN BLAIR
POWM
WINS — 5,000
WCLD-FM — S 3.000
(OLUMIUS. OHIO
OUTLET
vertising manager, sponsorship of
RCA s Thesaurus library service shows
and commercial features has increased
by over l,000 f f since last year (based
on reports from their subscriber sta-
tions I . Regional advertisers comprise
most of the newcomers. RCA has great-
ly increased its Thesaurus production
budget, in line with the continuing bus-
iness climb.
Sesac reports an increase of about
20% since last year in the number of
stations they service, which now total
approximately 500. They are also
aware of an appreciable increase in
sponsors, largely local, and have upped
production allocation some 25%.
Q. What do library services offer
to sponsors?
A. The primary offerings of libraries
are still musical programs, many of
them expertly built and scripted and
featuring well-known talent on high-
fidelity recordings. These musical
shows run the gamut from pop to con-
cert, from Western to religious, from
Broadway show tunes to Dixieland
jazz. Most services have 4,000 to 5,000
selections in their basic libraries, script
between 15 and 30 program series.
These programs offer sponsors shows
of network calibre combined with the
grass-roots appeal of local announcing.
Associated offers 14 programs with
such stars as Vic Damone and Mindy
Carson representative of the calibre
of talent to be found in The Stars
Sing, Music for America, Candlelight
and Silver, and Curtain Calls. Associ-
ated also has a collection of 179 differ-
ent commercial jingles — including lead-
ins for a wide variety of sponsors,
weather, time, shopping-days-till-
Christmas jingles. (A recent AFRA
arbitration decision took jingles out of
the library category, ruling that they
are now to be considered open-end ma-
terial requiring repayment to perform-
ers every 13 weeks. New jingles would
come under this provision. Unless this
situation is subsequently changed by
negotiations this fall, it would economi-
cally block the production of new jin-
gles by libraries.)
Of the over 25 programs World
Broadcasting offers, the most popular
sponsorwise have been long-standing
Horn em a ker Harmonies, Dick Haymes
and Forward America. Newcomer
Chapel by the Side of the Road fea-
tures Raymond Massey, with Bible
readings and devotional music, has sur-
8C
SPONSOR
prised World by the interest it has
stirred in metropolitan centers such as
Rochester (WHAM) and St. Louis
(KSD). The People Choose, a narra-
tive with musical interludes, is a politi-
cal series designed for this election
year. World programs feature such
stars as Robert Montgomery, Mimi
Benzell, David Rose, Lanny Ross. Kit-
ty Kallen. World prides itself on its
varied programing fare, as well as its
wide range of supplementary material
and special occasion jingles. They
have recently introduced a series of
"sell sounds" — sound effects designed
to give greater impact to commercials.
The most heavily sponsored of the
30 RCA Thesaurus shows this year
were The Freddy Martin Show, Date in
Hollywood, The Hour of Charm, The
Wayne King Serenade, Music by Roth,
and The Tex Beneke Show. Recently
added programs include Sons of the
Pioneers, A Christmas Carol, and The
Story of the Nativity. In addition The-
saurus offers recorded introductions of
talent, announcements, program signa-
tures, sound effects, and mood music.
Lang-Worth musical programs are
liberally peppered with such stars as
Allan Jones, Vaughn Monroe, Frankie
Carle. Patti Page, Alan Dale, Juanita
Hall, Tito Guizar, Tony Pastor, Count
Basic Shows range from the "Musi-
cal Western" Riders of the Purple
Sage to the symphonic Concert Hour.
Sesac offers 15 programs ranging
from Mr. Muggins Rabbit, a kid show
with incidental music, to the religious
Little White Chapel, the patriotic Here
Comes the Band, and the light concert
Music We Remember.
Standard Radio Transcriptions has
Hollywood Calling, pop concert with
interviews, Musical Roundup, Western
variety, and Sports Parade, sports sto-
ry with music, among others.
Capitol Records offers such names as
Jan Garber, Skitch Henderson, Frank
deVol. and King Cole in their pop and
dance programs. Andy Parker pro-
vides the Western touch and Pee Wee
Hunt caters to Dixieland jazz tastes in
The Man From Dixie.
C. P. MacGregor, in addition to such
shows as Melodies that Endure, Say It
With Music, and Americana, sends out
Holiday Scripts, special scripts with
music for holidays.
Q. What sponsors are buying li-
brary service programs?
A. sponsor noted in a music libraries
To the radio advertiser
who inquired about an
under-the-counter deal
One of our boys recently put aside his rustic
clothes and haystrewn speech for a look at the
World. "Madison Avenue is a shambles," he
reported. "All advertisers are equal only some
are more equal than others. Rate cards gyrate.
Counters for dealing under are everywhere. One
fellow even made me a Proposition!"
We calmed him down with a month's vacation
and decided to make a Statement, to wit:
1. Our rate card No. 18 became effective
June 1, 1951.
2. If rate increases become necessary a new
rate card will be issued (with a year of grace
between announcement and effective date).
3. If rate decreases go into effect a new rate
card will be issued; everyone will know about
it and benefit from the reduction.
We're old fashioned- about rate cards. Ours mean
what they say. Everyone is treated the same as
anyone. This saves time-buyers embarrassment:
they know where they stand; they don't have
to be worried about bargaining.
We submit that WMT's published rates offer a
fertile source of advertising value: 338,480
families who listen each week to WMT's exclusive
regional and CBS programming. The Katz
Agency, our national representative, says amen.
5000 WATTS, 600 KC
REPRESENTED NATIONALLY
BY THE KATZ AGENCY
BASIC CBS RADIO NETWORK
14 JULY 1952
81
Top Hooper, top coverage., top merchandising
support means WRBL leads ALL media in de-
livering the booming Columbus market. In
1951 Columbus showed a 10% POPULATION
INCREASE: 10.5% RETAIL SALES INCREASE;
16.5% INCREASE in Effective Buying Income.
WRBL delivers 18.7% MORE COVERAGE than
all other media in the Columbus 26 county
trading area. For complete coverage at the
lowest cost per thousand contact WRBL or
Hollingbery.
article I 15 January 1951 1 that library
shows boast a long roster of local
sponsors, but national and regional ad-
vertisers have not accorded them much
attention. That there has been some-
what of a change in this trend is indi-
cated by RCA Thesaurus and its report
that of the vast increase 1 1,000% ) in
sponsorship of its shows since last
year, the largest factor was regional
sponsorship.
Among Thesaurus show sponsors are
Pepsi-Cola Bottling Company. Arthur
Murray School of Dancing. Beltone
Hearing Aid Company. Dodge-Pl\-
mouth Dealers, Ford Motors. Cities
Service, Oldsmobile, Borden. General
Electric. Pure Oil. Zenith. Myndall
Cain Cosmetics, Motorola. Chrysler-
Plymouth Dealers.
National and regional advertisers
using World shows include: National
Biscuit Company. Sinclair Oil, Cities
Service, Sherwin Williams Paints. In-
ternational Harvester. Borden. Shell
Gas and Oil, Texaco Company. Sears,
Roebuck, Lipton. W. & J. Sloan Fur-
niture.
APS programs boast a long list of
local sponsors, still earn Westinghouse
Dealers, Household Finance Corp.. and
Thyovals (vitamins).
Q. What do library shows cost?
A. Similar to transcribed programs,
costs vary according to the market.
APS reveals that an entire show can
be bought for $2.00 — just the price of
one of the transcriptions — on some sta-
tions, but would cost considerably
more on the major market power-
houses. World programs sell to spon-
sors for from $5.00 to $100.00 per
show — and higher. What it all adds up
to is that library shows are still a very
low-cost — yet high-calibre — type of
programing which stations are putting
<m the air for advertisers.
Regional networks
Q. What factors are causing the
growth of regional networks?
A. There's nothing strikingly new
about the use of regional networks by
spot air advertisers, a common enough
practice since the early 1930's. But. in
the past year or so. regional radio webs
have emerged as a sharply-defined con-
tender for the $135.000.000-plus spent
annually in spot radio broadcasting.
82
SPONSOR
This growth of a medium- within-a-me-
flium has been due to I a I the increas-
ing amount of promotion, campaign-
ing, programing, and advertising
know-how being exhibited by regional
webs, and (b) the flexibilit) of region-
al webs.
Regional networks meet a variet) ol
advertising needs. For the national
advertiser who wants to break awav
from a network pattern and hit hard
in a certain area, or for the regional
advertiser who has a distribution pat-
tern peculiarly his own. the regional
network may be the answer. Regional
nets are valuable as well for advertisers
who want to supplement inadequate TV
coverage. An important benefit is the
fact that the agency's paperwork and
Angling for
New Markets?
If you're fishing for new mar-
kets, past result stories point
to KFYR as a likely spot. The
station with the nation's larg-
est area coverage, KFYR
doesn't depend on "fish stor-
ies" — offers the national ad-
vertiser hard-hitting facts which
bear out KFYR's coverage and
selling claims in this rich, rural
market.
5000 WATTS-N.B.C. AFFILIATE
Rep. by John Blair
timebuying procedure i> simplified.
One contract, one clearance, and one
billing take the place of individual
dealings with three to 10 stations.
For instance, llie Tobacco Network
of Raleigh, Y ('.. comprises six sta-
tions and covers eastern North Caro-
lina, the states major market. The net-
work oilers sales, sales promotion, and
merchandising all from its executive
offices in Raleigh.
\n advertiser with marketing distri-
bution in three states such as Wash-
ington, Oregon, and California, might
be interested in the Columbia Pacific
or Don Fee networks. Columbia Pa-
cific covers an area that runs from the
Canadian to the Mexican border. The
Don Fee chain, with !~> stations is a
"package" designed to cover the Pa-
cific ("oast with a single advertising
order. Don \jc and CBS Pacific are
flexible in that advertisers do not have
to take the whole network. A new ad-
vertiser can start by buying coverage
only of the areas in which he has (or
wishes to establish I product distribu-
tion. As his distribution grows, he can
add stations market by market.
Q. What brought regional nets
into being?
A. Advertiser need for focused sell-
ing is the major reason for the forma-
tion of regional nets. But in some in-
stances, the popularity of certain re-
gional programs led to formation of
networks.
Such was the historj of the Texas
Quality Network which came into be-
ing in the spring of 1934. It was
formed basically to carrj Southwest
football games and one of its first ac-
counts was Burrus Mill & Elevator
Company, which is still on the air.
One of the newer regional nets
founded primarih because of audience
interest in specialized programs is the
Wyoming Cowboy. It began opera-
tions in February 1052 and was the
outgrowth of statewide interest in Uni-
versity of \\\oniing sports activities.
The net serves three-fourths of Wyo-
ming's population of 285,000.
Q. Who are some regional net
advertisers?
A. Proof of regional network success
are the host and variety of advertisers
to be found on them. They include such
accounts as Conoco, Anacin, Bulova,
TWO TOP
CBS RADIO STATIONS
TWO BIG
SOUTHWEST MARKETS
ONE LOW
COMBINATION RATE
Sales -winning radio
schedules for the Great
Southwest just naturally
include this pair of top-
producing CBS Radio
Stations. Results prove
this! Write, wire or phone
our representatives now
for availabilities and
rates!
National Representatives
JOHN BLAIR & CO.
14 JULY 1952
83
IN
THE
MIDDLE
OF
THE
WORLDS
LARGEST
TOBACCO
MARKET
WGTM
5000 WATTS • CBS AFF.
WILSON
NORTH CAROLINA
SELLS 'EM!
1,275,800 PEOPLE'
whose 1951 EBI was
$1,155,020,000.00*
who "wentto market"
to the tune of
$806,083,000.00 in
1951*
5,000 Watts Full Time
590 Kilocycles
Allen Wanamaker, General Manager
• Wilson, N. C. *
The Walker Representation Co., New York Citv
SM SURVEY OF BUYING POWER, May 10, '52
— 29 Counties Covered by WGTM
Camels. Studebaker. Surf, Western Air
Lines, Mogen David Wine, Pan Amer-
ican Coffee Bureau, Sunshine Biscuit
Company, and many other national
and regional accounts.
Q. How large an area do regional
networks cover?
A. Regionals scale down from West
Coast-encompassing Don Lee and CBS
Pacific to the more typical Z-Net (Pa-
cific Northwest Broadcasters) which
covers the important cities of western
Montana. Generally, local conditions
shape the coverage area of a regional.
Sometimes the effort of half a dozen
medium coverage stations to compete
with a powerhouse in the area causes
them to hand together in a natural al-
liance. In other cases common owner-
ship may be the binding factor.
The regional networks are by no
means confined to one-state coverage.
The Intermountain Network, for ex-
ample, is composed of seven stations
in LItah. four in Idaho, seven in Wyo-
ming, nine in Montana, one in Ne-
vada, six in Colorado, nine in New
Mexico, and one in Texas. Second to
Don Lee in number of stations, it prob-
ably covers the largest area of any in
the country. Its territory has a popu-
lation of 3.935,992 with 1.172.123 ra-
dio homes and retail sales of $4,169.-
470,000.
Q. How many regional networks
are there?
A. There are approximately 70 as of
the spring of 1952 with new nets form-
ing recently at the rate of one every
few months. An upcoming issue of
sponsor will contain an article detail-
ing the value of regionals to sponsors
and including a list of all regional net-
works and their reps. A representative
handful of regionals includes the West-
ern Slope Network in western Colo-
rado, the Oklahoma Network, Granite
State Network, and the Wisconsin Net-
work.
Q How do citywide networks
operate?
A. Strictly speaking, these are not re-
gionals. The Metropolitan Network of
Washington, D. C. for example, covers
the metropolitan area of Washington
only. But it has the same ease-of-pur-
chase advantages as networks covering
much larger regions. Its stations are
suburban based and designed to reach
an increased suburban audience
brought about by the population shift
to the suburbs and the preponderance
of new construction in the suburban
area. The net is composed of WARL-
AM-FM. Arlington. Va.: WUST-AM-
FM. Bethesda-Chevv Chase. Md.:
WFAX. Falls Church. Va.; WGAY.
Silver Spring. Md.: WPIK. Alex-
andria. Va.
Each of the stations is owned, man-
aged, and programed completely inde-
pendent of the others. Basic format is
block programing of music and news,
the principle differences among them
being the emphasis on sports and types
of music: hillbilly, popular, sweet, con-
cert. Negro. Advertiser-advantages:
the five stations may be purchased as
a unit for either announcements or pro-
grams. Spot announcements may be
bought at the same time on each sta-
tion or staggered. Big advantage of
buying the same time on each station
is that youre assured of an undupli-
cated audience. Sponsors on the sta-
tions include Bayer aspirin, Motorola.
J BOB
__JSS»*' » ^^■■' TREBOR
IN ROCHESTER, N. Y.
Represented Nationally by
THE BOLLING COMPANY
84
SPONSOR
Pertussin, Adam Hats.
Joe Brechner, of WGAY and chair-
man of the five-station group, com-
ments on why advertisers are turning
to this type of radio operation. "It has
been our observation that as TV in-
creases its impact that the national ad-
vertiser is going to turn more and more
to the methods and media which have
been producing results day in and day
out for retail advertisers where dollars
spent for advertising have to ring the
cash register the next day. Phis logi-
cally leads to the use of the Metropoli-
tan Network group for convenience of
purchase by the national advertiser at
regional rates in proven independent
radio stations."
Foreign-language radio
Q. How big is the foreign-lan-
guage market?
A. Nobody's sure. The 1950 census
showed 10,147,000 foreign-born whites
in the U. S. at the time. Per capita in-
come then was $1,436. Thus the mar-
ket restricted to foreign-born alone
could be estimated conservatively at
more than $14 billion, assuming this
group saved no more than the rest of
us. Add the children and grandchil-
dren, and the sky's the limit in esti-
mating potentials.
Q. How can a sponsor reach these
10 million listeners most cheaply?
A. Over 384 stations program in 30
languages, according to an NARTB
survey made in 1950. Situation has
not changed much since then, a spot
check by sponsor showed. The lan-
guages range from Albanian to Yugo-
slav and include Arabic. Chinese, Dan-
ish, Gaelic, Japanese, and Slovenian.
Top 10 and the number of stations
carrying follow:
Language
No. Stations
Language No
Station*
Spanish
165*
Czech
Greek . .
Yiddish
Portuguese
& German _
35
Italian _
Polish
. 124
100
33
32
French
. _ 41
28
•sponsor estimate 1952: 189.
Q. Where are these foreign-lan-
guage markets concentrated?
A. Mostly metropolitan centers such
as New York, Philadelphia, Boston,
Chicago, Detroit, Buffalo, Cleveland,
Pittsburgh, New Orleans, Los Angeles,
San Francisco. Exceptions: Midwest
farm communities, Spanish Southwest.
Biggest single market is New York
with 2.5 million Jews, 2 million Ital-
ians, 750,000 Germans, 412,000 Poles
350,000 Puerto Ricans, 123,000 Hun-
garians. 57,000 Czechs, 54,000 Nor-
wegians, 53,000 Greeks and main oth-
ers — 75 nationalities in all.
Q. How can the sponsor cash in
most effectively on the New York
foreign-language market?
A. Over these six specialized stations
I all of which repoi ted business as good
as or better than last year) :
I. WI1W German. Spanish, Ital-
ian daily plus French, Hungarian,
Greek, Polish; 2. WEVD— Yiddish;
3. WHOM— Italian, Spanish, Polish.
German, Yiddish (plus Chinese, Turk-
ish, Swiss-German and Ikrainian on
WHOM-FM); 4. WLIB— Polish, Yid-
dish (plus Chinese, Turkish, Swiss-
German and Ukrainian on WHOM-
FM) ; 5. WO V— Italian (some French);
6. WWRL — Arabic, Czech, French,
German, Greek, Hungarian, Lithuani-
THIS RICH MARKET
Radio delivers MORE sets-in-use in the South
Bend market than before TV! . . . Hooper Ser-
veys for Oct.-Nov. 1951 compared with Oct.-
Nov. 1945 prove it. Morning up 6.8, afternoon
up 8.0 and evening up 4.4. Television is still
insignificant here because no consistently sat-
isfactory TV signal reaches South Bend. Don't
sell this rich market short. Wrap it up with
WSBT radio.
30 Years on the Air
x
%
*«
5000 WATTS • 960 KC • CBS
^
PAUL H. R A Y M E R COMPANY • NATIONAL REPRESENTATIVE
14 JULY 1952
85
11th IN EFFECTIVE
BUYING INCOME
PER CAPITA
among Sales Management's
162 Metropolitan Areas
•
Distributors and merchant's
here are pleased that the Quad-
City area has moved 3 steps
ahead to 11th place in the
effective buying income cate
gory. This great depth of
quality among 240,000 Quad-
('itians is a pretty good prom-
ise of success for the adver-
tiser who lias quality mer-
chandise to >ell and does it
wisely through the use of
WHBF-TV now received by
over 110,000 T\ set owners.
Lcs Johnson, V.P. and Cen. Mgr.
WHBF
TELC0 BUILDING, ROCK ISLAND, ILLINOIS
Represented by Avery-Knodel, Inc.
THE / Jkwfc
/ HOT. SPRINGS
GOLDEN 1 * * -
TRIANGLE
KCMC
(AM FM)
NlARKy
TEXARKANA
• •' Ark., Tex
KAMD
CAMDEN, Ark.
DELIVERS
READY SALES
571,000 PEOPLE
$420,267,000 Effective Buying Power
$367,535,000 Retail Sales
*From Safes Management
the ARKTEX STATIONS
ONE ORDER • ONE CLEARANCE
ONE BILLING
Sold singly or in groups
For details, write to:
FRANK O. MYERS, Gen. Mgr.
Gazette Bldg., Texarkana, Arlc-Tex.
an, Polish, Russian. Spanish, Ukranian.
Q. How much does time cost on
a representative group of stations?
A. It costs $712 for one hour weekly
for 13 weeks or $80 for one minute
weekly on WOV, New York, and these
eight other members of the Foreign
Quality Language Network: WSBC,
Chicago; WSRS, Cleveland; KOWL,
Santa Monica; WJMJ. Philadelphia;
WHOD, Homestead, Pa.; KSAN, San
Francisco; WACE. Chicopee, Mass.,
and WHAY, New Britain, Conn. You
can take either language or both; they
list a listenership potential of 3,575,600
Italians and 2,009.125 Poles. (Only
four of the stations carry Polish. I
Q. Is the Spanish-language mar-
ket important?
A. Si. Besides New York's 350,000
Spanish-speaking Americans, there are
525,000 persons in the Los Angeles
area who would feel at home in Mexico
City or Madrid, 300,000 in the San
Francisco-Oakland area and a whop-
ping 1.3 million in Texas (figure used
by the Texas Spanish Language Broad-
casters) . Financially, they compare fa-
vorably with other nationality groups.
Example: In the Los Angeles area one-
half the 105,000 Mexican families own
TV sets, 68% live in their own homes.
74% have autos and — note this — 98%
have radios.
Q. Can the sponsor reach the
Spanish - language market with
border stations?
A. Much of it. XEGM of Tijuana,
Mexico, claims 750,000 Spanish-Amer-
icans in its coverage area extending to
San Luis Obispo County north of Los
Angeles. Others, which program com-
pletely in Spanish: ZEJ, Juarez; ZEAS,
Nuevo Laredo; ZEAC, Tijuana: XED.
Mexicali; XEMU, Piedras Negras;
XEO, Matamoros; XEOR, Reynosa;
KICO, Calexico. You can hit harder on
these programs, advertise products
banned from U. S. air. Example: hard
liquor. But don't forget the many ex-
cellent U. S. stations near the border.
(SPONSOR has a complete list of Span-
ish-language stations available on re-
quest.)
Q. What are the trends in for-
eign-language broadcasting?
A. 1. More national advertisers are
using it than ever. Sampling:
National Shoes, Procter & Gamble,
Red Cross Salt, Ward's Tip Top Bread.
Busch Credit Jewelers, RCA Victor,
Eastern Airlines, Pan American Air-
ways, General Foods, Sabena Airlines,
Gallo Wine, Gem Oil, Pepsi-Cola.
Quaker Oats, Lucky Strike, Bond
Bread, Colgate-Palmolive-Peet, Carna-
tion Milk, Nestle, Planter's Nut & Choc-
olate Co., Babbitt, Kirsch Beverages.
On co-op programs: most name-
brand appliances, DuMont TV, GE
Frigidaire, Eaglo Paints, Ruppert's,
Schlitz, and Pabst beer.
On border stations in Mexico you'll
find many of the above plus Pet Milk,
Old Golds, Camels, Philco Products,
Kellogg's Corn Flakes, Calvert's, Good-
rich Tires, Westinghouse, Norge, and
Bendix.
2. Programs are improving. More
are like English-language shows than
ever. Soap operas are written for the
language group. Highly popular are
disk jockeys, folk music, Mr. and Mrs.
type shows, amateur nights, comedy
sketches, news, and (Italian especially)
transcriptions of interviews with rela-
tives and friends back home, which
WOV features. Even American jazz is
being recorded in foreign tongues. Ex-
ample: "The Thing" was waxed in
Italian, Polish, Yiddish, Spanish, and
German ("Das Ding"). However, the
programs out of town still have a long
way to go, says Rino Negri, Emil Mo-
gul Co.'s v.p. in charge of foreign-lan-
guage media. "They're 10 years be-
hind New York," he adds.
3. Americanization of second and
third generations continues, and the
total number of foreign-born whites is
decreasing (11.419,138 in 1940, 10,-
147,000 in 1950). But listenership re-
mains at an all-time peak because of
better programs, the influx of DP's and
Puerto Ricans and the listener's natu-
ral love of his native tongue and cus-
86
SPONSOR
- - - radio
campaign
in
Southern
California?
INSURE
ITS
SUCCESS!
There's More
SELL
on
UJRIU
RICHMOND
VIRGINIA
910kc-5kw
ABC
AFFILIATE
•
National
Representatives
EDWARD
PETRY
& CO., INC.
loins, according to Charles Baltin. v. p..
W MOM. New York.
4. TV will make inroads into the
market but not nearly as deeply as in
the others, according to the experts.
Lhe} list two reasons: lal the for-
eign-language listener is so loyal to
his program he will tune it in for the
brief period it's usually on in prefer-
ence to anything else on the air; i b I
TV's too expensive to use extensively
for slanting toward specialized audi-
ences. At present only three stations
in the U. S. are offering anything to
the foreign-language viewer: WOR-TV,
New York, which uses Italian films:
\\ PIX, New York, which uses English
programs designed to attract Italian-
Americans, and WBKB, Chicago,
which also uses Italian films.
Q. What tips do the experts in
the field have for the prospective
sponsor?
A. Know the market or get someone
who does, say Joseph Ruggiero and
William Ashley (For joe & Co.). Nat
Roth I'Furman, Feiner & Co.), Rich-
ard Jacobs (Joseph Jacobs Org.) and
Rino Negri (Mogul I.
Be careful of the language (your
foreign-language group may speak a
dialect). Know your market limita-
tions. Example: Don't try to sell non-
kosher meat to New York's Jewish
families. 80.8 '/r of whom buy kosher.
Let the station help you decide on pro-
graming. Don't throw in a spot and
expect miracles but plan a campaign
as carefully as in English-language
broadcasting. And take advantage of
the fact that the foreign-language m.c.
is often a leading personality in the
community. So work with and through
him in merchandising your product.
Example: Eugene Konstantynowicz.
Polish director of Detroit's WJLB
who's "Gene" to many thousands in
the 350,000-strong Polish community.
Gene recently got 2,022 pieces of mail
containing 10.110 Felso labels in three
days with one program.
3- Any flaws in the foreign-
broadcasting picture?
A. Yes. There's little new research
(some locally by Advertest and Pulse I .
Multiple spotting is common, mostly
outside New York. Brokers buy an
hour, then resell bits to advertisers at
a profit. Result: commercials lose ef-
fectiveness. There's no coordination
nationally or regionally among sta-
WKOW
Delivers More Homes
Per Dollar in
Wisconsin's Rich
*Moo4a Market
* Includes Madison and
50 prosperous counties
in central and
southern Wisconsin
Here's the one sta-
tion that really
blankets the rich
"Moo-la" market of
Wisconsin. Day
after day mail re-
sponse from all over
the state and ad-
joining states is
proof that WKOW
is your best radio
buy in Wisconsin.
WISCONSIN'S
MOST POWERFUL
RADIO STATION
•
10,000 WATTS
•
MONONA
BROADCASTING
COMPANY
Madison Wisconsin
•
Represented by
HEADLEY REED COMPANY
1 070
ON YOUR
DIAL
14 JULY 1952
87
Sponsors say
AP News best
medium they've
ever used"
~/ r
.00MT**-
+%* -
Ward A. Coleman
General Manager
WENC, Whiteville, N. C.
"Our AP newscasts are a powerful influ-
ence in this area," says Mr. Coleman. "We
actually hear from many husbands that sup-
per is late because the housewives insist oh
listening to our 6 P.M.*- AP newscast! And
the advertisers; who sponsor AP news tell
us it's their best business-getter,"
> J. T. McKenzie, Whiteville appliance
dealer who sponsors WENC's 6 P.M. AP
newscast says: "We've been unable to keep
enough washers in stock since we bought
the program three years ago! We're thor-
oughly sold on AP news!"
"We have a
waiting list of
sponsors for our
AP newscasts"
George X. Smith
Vice President and Manager
KFOR, Lincoln, Nebraska
CTM
mi
aSBaHSsSs
j B . '
pHHta
fleSfisSSslH
Hundreds of the country's finest stations announce with pride
THIS STATION IS A MEM BE,
■
XT
"H
?Swi
"AP newscasts are consistent Hooper
leaders in our market,'' declares Manager
Smith. "We consider them most important
in gaining and holding our listening. audi-
ence. And AP newscasts stay sold; they are
seldom available to a new sponsor. We have
a waiting list for AP news — the news that
sells* in this metropolitan market!"
Hardy Furniture Company, sponsor
of AP news on KFOR for many years, reports:
"Recently we advertised a quantity of elec-
tric de-humidifiers at $129.95 — exclusively
on our AP newscast. Listener response was
immediate. We sold out completely, re-
ordered, sold out again!"
'M
<^?
Associated Press . . . constant-
ly on the job with
• a news report of 1,000,000
words every 24 hours.
• leased news wires of 350,000
miles in the U.S. alone.
• exclusive state-by-state news
circuits.
• 100 news bureaus in the U.S.
• offices throughout the world.
• staff of 7,200 augmented by
member stations and news-
papers . . . more than 100,000
men and women contributing
daily.
IT'S AS SIMPLE AS THIS: When
you feature AP news, you attract
sponsors . . . when sponsors fea-
ture AP news, they attract custom-
ers. That's why so many stations
have found that AP news is easy
to sell, easy to keep sold!
YOU CAN LEARN exactly what
AP news can accomplish for your
stations and your sponsors by
contacting your AP Field Repre-
sentative, or by writing:
\ D
I M » s
EM
BRortwfcWerPtafli
HeKttrtia.^-
OF THE ASSOCIATED PRESS.
tions i except for the Foreign Language
Quality Network, which has just issued
a rate card i . Timebuyers complain
they have to take a trip to get data.
There are no standard rates. Programs
are sometimes very poor. ( But the
same agency exec who complained of
the above added: "It's still the cheap-
est means of reaching an audience I
know." I
Q. Who are some of the experts
in the field?
A. In New York: Agencies like Emil
Mogul Co., 250 W. 57th St.: Pettinel-
la Advertising, 29 Washington Sq.
West; Furman, Feiner & Co., 117 W.
46th St.; Joseph Jacobs Org., 1 E.
42nd St. Radio reps: Forjoe & Co.,
29 W. 57th St.; National Time Sales,
17 E. 42nd St.; Foreign Language
Quality Network, 45 W. 57th St.
Elsewhere (all in the Spanish mar
ket I : Joseph Belden & Associates
207V, W. 6th St., Austin. Tex.; Leon
ard Shane Agency, 104 S. Vermont
Los Angeles; Hank Hernandez, 632 S
Catalina St., Los Angeles: Harland G
Oakes & Associates. 672 S. Lafayette
Park PI.. Los Angeles.
Negro market
77Umc4s
/-ima&v 1 -
'■02&L-
Sell the giant ^«
German-speaking \
audience via \
* Pulse
report on
request
YOUR PLAY! YOU WIN EVERY TIME WITH WWRL!
Only WWRL can penetrate and sell so effectively the vast foreign
language market and the lucrative Negro market. WWRL reaches each
foreign group in its native tongue. You can rely on WWRL —
New York City's Sales Specialist— to MOVE YOUR PRODUCT!
5000 WATTS • 1600 KILOCYCLES
Q. Does the Negro market con-
stitute a sufficiently large segment
of economic wealth to warrant
separate consideration by adver-
tisers?
A. Marketing authorities agree that
am group that numbers 15 million and
earns $15 billion annually — as do the
Negroes of America — is deserving of
special attention from those who have
things to sell. The trend toward direct
appeal to this market in advertising
has been especially sharp on the radio
front.
Workable and sound concepts as
to programing for Negro audiences
have been developed in many areas.
Surveys disclose that the popular mis-
conception of Negroes being a second-
class market is being corrected. Also
that important national and regional
advertisers have become aware of Ne-
gro tastes and have focused their ef-
forts in that direction, with highly
gainful results. I sponsor in a subse-
quent issue will carry an article with
extensive updated material on this mar-
ket. )
Evidence of sales success in this field
may be seen in the number of adver-
tisers who renew and expand their op-
erations after tentative experiments.
For example. WPAL, Charleston, S. C,
reports: "Approximately 97% of the
accounts which first started with us in
Negro programing nearly four years
ago are still with us. and a large per-
centage of them — both local and na-
tional - are periodically increasing
their budget with us, rather than cur-
taining or remaining static."
One of the keys to the success of Ne-
gro programing is the care with which
stations have selected personnel to han-
dle this programing. In most instances,
stations start with a disk jockey show
and are able to get a well known local
personality to do the job. The impor-
tance of this step lies in the fact that
the d.j. starts off with a good degree of
acceptance, quickly develops a loyal
audience by heavy participation iu
local affairs in the community. Fund
drives, dances, and social affairs of all
sorts call on the d.j. for personal ap-
pearances, all of which considerably
enhances his reputation and audience.
In this day of increasing merchandi-
sing consciousness, many stations
might well study the job being done by
90
SPONSOR
Negro d.j.'s for some of the more pro-
gressive stations. Programs catering
to non-white audiences frequently
originate in supermarkets, department
stores, and other retail outlets. In-
creased store traffic is inevitable.
WDIA, Memphis, for example, blankets
grocery and drug outlets in its area
with monthly lists of advertisers, re-
minding them that advertised products
are easier for the merchant to sell. The
station also named popular disk jockey
A. C. Williams as fulltime promotion
consultant, assigned him to do public
relations, contact work, and merchan-
dising among the half million Negroes
in the counties reached by WDIA.
The success of these operations has
supplied the stations with sufficient
funds to conduct some first-class mar-
ket studies, supply advertisers with
valuable information which they can
use in their campaigns to sell Negroes.
Transit Radio
Q. What is the current status of
Transit Radio?
A. At the end of May, the Supreme
Court decided 7-to-l that radio pro-
grams piped into street cars and buses
do not violate the Constitutional rights
of passengers. This ended Transit
Radio's long tussle in the courts to
have its legality upheld, and did away
with a major obstacle to Transit Radio
expansion.
Nine cities now have Transit Radio:
Washington, D. C, Trenton, Worces-
ter, Pittsburgh, Cincinnati, St. Louis.
Kansas City, Mo., Des Moines, and
Tacoma. Since the Supreme Court de-
cision, Transit Radio headquarters in
Cincinnati has had about 50 inquiries
from FM stations ( the only type which
carry T-R programs), about 40 of
which represent cities where T-R is
economically feasible. These include
Honolulu, Atlanta, Grand Rapids, Bos-
ton, Indianapolis, Milwaukee, Miami,
Buffalo, Philadelphia, San Francisco,
Richmond.
According to R. C. Crisler, presi-
dent of Transit Radio, Inc., "There is
no question but what a great many
advertisers have avoided Transit Radio
because of the overhanging legal prob-
lems. At the same time, it has been
difficult to maintain salesmen's morale
when confronted with an irrefutable
excuse not to buy." Steps toward the
i eestablishment of national sales facili-
ties have been taken. National adver-
tiser reaction to the favorable Supreme
Court ruling has not been measurable,
so far, since these facilities are not \ el
in full operation."
No changes have been made in basic
T-R programing, which has been
found to be satisfactory and consists
of music, news, time and weather an-
nouncements, and sports scores. Com-
mercials are short and spaced at least
five minutes apart.
Q. What advertisers have been
using Transit Radio and with what
results?
A. At present, Transit Radio lias on
its roster between 150 ami 200 local
sponsors and half a dozen national ad-
vertisers. These include \\ hitehall
I'harmacal, Fanny Farmer Candy, Con-
tinental Baking i Wonder Bread i .
Brown & Williamson I Raleigh cigar-
ettes), and Bell Telephone. During the
litigation period, according to Crisler.
national advertisers shied away from
No. 36 OF A SERIES
ED CARTWRIGHT
In Runs Batted In *
WHEC
In Rochester Radio!
IN ROCHESTER 432 weekly quarter hour periods are
Pulse surveyed and rated. Here's the latest score,—
STATION
WHEC
STATION
B
STATION
C
STATION
D
STATION
E
STATION
F
FIRSTS..
. . .216.
.159..
...20.
...0..
0..
...
TIES .
35.
. 35
... 0.
...0..
...0..
, , ,
WHEC carries ALL of the "top ten" daytime shows!
WHEC carries SIX of the "top ten" evening shows
PULSE BI-MONTHLY REPORT— MARCH-APRIL, 1952
IATCST MFORE ClOtING TIME
BUY WHERE THEY RE LISTENING:-
WHEC
ett&l
NEW YORK
5,000 WATTS
Ktprtttntalivty EVERETT-McKINNEY, Int. New Yorlt, Cni'cogo, LEE F. O'CONNEll CO., Loj Angtlty Son Froncuco
14 JULY 1952
91
CBS
WRDlrV
STATIONS
AUGUSTA, GA.
*«T. POP. 179,272
PLUS
H-BOMB PLANT &
CAMP GORDON
85,000
ABC COLUMBIA, S.C.
MIT. POP. 144,000
U/ /• A Q &m
ft V V/ O FT. JACKSON
60,000
NBC COLUMBUS, GA.
I.I IV * is *"• POP * 169 ' 921
l/v D A K ?j^
If If /I IN FT. BENNING
42,000
NBC MACON, GA.
BIBB CO. 136,300
•V D 1*1 L WARNER ROBINS
27,000
for complete information
call HEADLEY-REED CO.
Here are the FACTS about
KROD'S MARKET AREA
The El Paso Southwest!
From May 10,
1952 Sales Man-
agement
POPULATION
RETAIL
SALES $508,523,000
FOOD
SALES 111,255,000
CEN. MDSE.
SALES 57,945,000
AUTOMOTIVE KROD
SALES 101,241,000 „ as the greatest cover-
, UC „ age of any radio sta-
SALES 24,728,000 rj0 n in El Paso, regard-
less of power.
The El Paso Southwest is a steadily, soundly grow-
ing area. It's expanding economy is based on indus-
try, agriculture, ranching and other important sources.
You can sell it more completely and economically
over KROD.
CBS RADIO NETWORK IN EL PASO
T-R on the premise that it might he a
vanishing medium not worth their re-
search or experimentation. Local ad-
vertisers, however, seeking immediate
benefits and not engaged in such long-
term thinking, have remained more or
less indifferent to the legal proceedings
and have been consistent clients. The
number of these local advertisers have
increased from 50 to 100% since last
year in the various T-R markets.
The experience of Kent Jewelers in
Washington, D. C, illustrates results
obtainable from Transit Radio. ARBI
conducted a newspaper-vs.-Transit Ra-
dio test in which Kent spent $350 for
space in the Washington Times-Herald,
and the same amount for announce-
ments over WWDC-FM. Advertising
featured men's and women's watches
for $8.88. Results showed that 62.1%
of all customers contacted had learned
about the watches through Transit Ra-
dio; 16.1% through the newspaper.
Advantages of Transit Radio for the
advertiser are summed up by President
Crisler as follows: "Transit Radio de-
livers a guaranteed audience, so that
the advertiser knows exactly how many
listeners he is getting for his money;
he does not have to resort to unusual
or expensive programing."
Q. What about cost-per-1, 000?
A. It's low, averaging $1.00 per 1,000
listeners during off-peak hours and 75c
per 1,000 listeners during peak hours.
The figures are higher in small commu-
nities and lower in largest cities.
Q. What's the fall outlook for
Transit Radio?
A. Bright with expectations of growth
and prosperity, according to President
Crisler. "We feel we are in a more
favorable position today than we were
two and three years ago when our ini-
tial expansion was taking place," he
said. The number of sponsors they can
expect this fall, he added, will depend
on the sales setup which is established.
FM
600 KC
5,000 WATTS
RODERICK BROADCASTING Corp.
REPRESENTED BY THE 0. L TAYLOR COMPANY
Q. What is FM's value to the ad-
vertiser?
A. The NARTB and RTMA have har-
nessed the energy of broadcasters, dis-
tributors, and retailers in digging out
the FM story — why it exists, why sta-
tions use it, and what it offers in extra
program choice and improved hear-
ability. The major finding of NARTB-
RTMA research has been that more
people listen to FM because they have
to than because they prefer the tone.
These are people living in a "white
spot" area not within the nighttime
umbrella of local AM stations.
Here only FM duplications of AM
broadcasts will get favorite programs
into the living room. Residents of sec-
tions where the AM signal is frequent-
ly cut by industrial static, weather, and
foreign broadcasts are in the same
predicament as the fellow - listener
whose home town enjoys no after dark
radio service except by FM. And.
since it is well established that "listen-
er loyalty" tends to favor nearby call
letters, the advertiser's commercial is
most apt to be heard on a so-called
"local" radio station.
Q. Where are such listening con-
ditions prevalent?
A. Conditions of this type are more
prevalent in the South than elsewhere
in the United States: in the Carolinas,
Alabama, Georgia, Florida, Louisiana,
Virginia, and Kentucky. But the situ-
ation is not localized below the Mason-
Dixon line. There are areas which de-
pend on FM for clear reception in
Ohio, New York. Massachusetts, West
Virginia, California. Pennsylvania, and
many other states.
Q. How does the future look for
FM?
A. FM's growth has been slow but
steady. And it seems certain to con-
tinue. At present more than 8,500,000
people own FM receivers and 650 AM-
FM stations are on the air. Of these,
approximately 30% now program FM
separately on at least a partial basis.
New FM applicants include WEBC,
Duluth; WMOU, Berlin, N. H.; WT-
WN, St. Johnsbury, Vt.; WCPS, Tar-
boro, N. C; WJOI, Florence, Ala.;
WWWB, Jasper, Ala.
Other well-known stations who are
adding FM or expanding their FM
operation include WGAR, Cleveland,
scheduled to put its FM transmitter in
operation shortly; WBEN, Buffalo, in-
creasing its FM facilities and power in
the fall; WBT, Charlotte, which has
extended its FM hours of operation.
92
SPONSOR
Q. Have advertisers been making
successful use of this specialized
FM audience?
A. Zenith, with an FM campaign for
its hearing aid this spring, achieved
these results:
In North Carolina sales leads from
FM were five times those from other
media at 5.4% the average cost of
other media.
Michigan "pull" was two times
greater than other media at 12.!!' ,
average cost of other media.
WJLN-FM, Birmingham, Ala., ran
a test on FM some months ago to find
out who the listeners were and where
they lived. The first 500 responding
were to receive as a gift a lighter
shaped like a Coco-Cola bottle. The
station received over 1,000 letters
from 163 Alabama towns. Of these re-
plies 90% were from outside the WL-
JN-AM coverage area. This in itself
was indicative of WJLN-FM's special
coverage.
Griesedieck Brewery of St. Louis
carries the Cardinal baseball games on
WSOY-FM only (Decatur, 111.) Last
season the local distributor reported an
increase in sales.
WFLN-FM, Philadelphia, told spon-
sor about these typical one-year-or-
over advertisers: The Record Mart
(2%), Allan Radio Company (2), C.
H. Davis Inc. ll), Browning Chevrolet
(2), Colonial Motors (2), Lester Piano
Co. (2), Otto R. Trefz Jr. Co. (2).
4 Reasons Why
The foremost national and local ad
vertisers use WEVD year afte>
year to reach the vast
Jewish Market
of Metropolitan New York
I. Top adult programming
2. Strong audience impact
3. Inherent listener loyalty
4. Potential buying power
Send for a copy of
"WHO'S WHO ON WEVD"
HENRY GREENFIELD
Managing Director
WEVD 117-119 West 46th St..
New York 19
One advertiser. Bishop \ Hedlicig. ad-
vertised Rittenhouse Fund la mutual
fund i and had to go off the air tem-
porarily after six months to catch up
with sales leads. KITE-FM's Chuck
Balthrope (San Antonio) reports:
■\\ ith KITE-FM's rates we're reach-
ing bigger-income homes for the same
low cost-per-hundred as on four-year
old KITE-AM during the daytime.
KITE-FM, when only six months old,
had practical proof of a measurable
and growing audience. Its programing
has resurrected an interest in those
40,000 homes equipped to hear FM.
Thus the advertisers on KITE-FM are
reaching an audience not covered b)
any other medium at an extremely low
cost."
Storecasting
Q. What does Storecasting do for
its sponsors?
A. Storecasting, established in 1946,
is a combination broadcast-and-mer-
chandising service offered to grocery
and drug manufacturers selling their
products in supermarkets. Via FM ra-
dio, it currently reaches about 700
supermarkets in five major areas:
Southern New England (WMMW-FM,
Meriden. Conn.) ; Northern New Jer-
sey (WGHF); Philadelphia (WIBG-
FM); Pittsburgh (WKJF) ; Chicago
(WFMF). Audiences of more than 3,-
500,000 customer-listeners hear the
broadcasts while shopping in the First
National Stores of Southern New Eng-
land; the National Food Stores, Chi-
cago; Acme Markets, Philadelphia.
Pittsburgh, Northern New Jersey; the
Thorofare and Giant Eagle chains in
Pittsburgh.
Storecast billing this year, up slight-
ly from last, is around $750,000. At
the moment, 135 sponsors plug some
260 products via Storecast. Sponsors
using Storecast have the advantage of
reaching customers right at the point
of sale in the midst of shopping
An integral part of Storecast service
to advertisers is its extensive merchan-
dising and promotional activity aimed
to benefit both store and sponsor.
Crews of grocery and drug merchan-
dising specialists make more than 450
personal service calls to supermarkets
every week to certify that all Storecast
products are in good supply; that they
have the best possible shelf position
and numerous other advantages.
recommends
TEXAS'5 th MARKET/i
the rich, industrial
tri-city area
BEAU,MONTT\ ___^j
""'v ORANGE '
s \
(lEff-ERSON CO.)
KPAC serves a population of 236,100 \
in the rich Beaumont — Port Arthur-
Orange metropolitan tri-city area.
KPAC is the No. 1 radio salesman
for local sponsors in the world's No.
1 oil refining area.
5000 WATTS
JOHN E. PEARSON CO.
National Representative*
NEWS on
KMBC-KFRM
is TOPS...
...because KMBC-KFRM
stays orTtop'of the NEWS!
And there is no greater value today
than radio news !
KMBC - KFRM news programs are the
most-listenedto newscasts in the heart
of America. They enjoy their high rat-
ings because of the reputation for accu-
racy and immediacy built by the KMBC-
KFRM News Department.
Hereisatremendous sales potential in
one of the nation's richest markets. ..the
great Kansas City Primary trade area.
Call KMBC-KFRM or ask your nearest
Free & Peters' colonel for complete de-
tails on the mighty voice of the KMBC-
KFRM Team and for newscast availa-
bilities.
KMBC
of Kansas City
KFRM
for Rural Kansas
6th oldest CBS Affiliate
14 JULY 1952
93
It takes 3 other
stations combined
to beat WFBL's
daytime share of
radio audience in
Syracuse, N. Y.
WFBL gives you MORE AUDIENCE per advertising
dollar than any other Syracuse medium. For MORE
SALES in a Great Market, advertise on WFBL.
For Proof —
Call Free & Peters Inc.
Exclusive National Representatives
or WFBL Direct
WFBL
MEMBER CBS NETWORK
Syracuse, New York
94
Q. Who uses Storecasting?
A. A host of nationally advertised
brands are included among the 260-
odd food, grocery and drug products
currently on the Storecast roster, such
as: Armour Meats, Jell-O, My-T-Fine
Desserts, Beech-Nut Baby Foods, Lib-
by's Baby Foods. Pepsi-Cola, Yet Tis-
sues, Brer Rabbit Molasses, Hormal
Chile Con Carne, Snow Crop Orange
Juice. Mennen Brushless Shave Cream,
Schaefer Beer, Kraft Salad Dressings,
Wrisley Soap, Sterling Salt. Among the
newer advertisers signed are Post
Toasties, Philip Morris Cigarettes, Blue
Ribbon Napkins, Good Luck Margar-
ine, Holiday Instant Coffee, Swift's
Sausages, Westinghouse Bulbs, White
Rock Beverages, Swanson Frozen
Poultry. Many sponsors have expand-
ed their Storecast schedules over the
past year.
Q. What does Storecasring cost?
A. Rates vary for each market, de-
pending on the number of stores
and customers reached. One to 51
plugs in the Southern New England
area or the New York-Northern New
Jersey area cost $6.80 per announce-
ment; in Philadelphia, $8.65; in Chi-
cago or Pittsburgh, $9.35. A schedule
of six announcements per week for 13
weeks would cost $39.00 a week in
Southern New England; $49.20 in
Philadelphia; 53.40 in Chicago. Twelve
pitches a week would cost a sponsor
$69.00 a week in New York-Northern
New Jersey area, $93.60 in Pittsburgh.
The most intensive schedule listed (24
announcements per week for 26 weeks)
in the most expensive markets (Chi-
cago and Pittsburgh) comes to a total
of slightly over $4,000.00.
Q. What results does Storecasting
get for sponsors?
A. That sponsors are satisfied with
Storecast results is borne out by the
continued renewal rate of about 70%.
Storecast has scored boosts in product
sales of 25% to 150%.
So that advertisers may see exactly
what results Storecast obtains for their
products, the Storecast Corporation has
recently set up a comprehensive "re-
porting" system. The merchandising
men who visit the stores fill out a
Storecast Activities Report which gives
a day-by-day, store-by-store account of
just what's happening to each product.
SPONSOR
NettvorU programs available on local stations (radio)
Miiiiwiiiiiiiiiiiiiiiiiiiim
ABC radio shows
MARTIN AGRONSKY
AMERICA'S TOWN MEETING
BIG JON AND SPARKIE
CROSSFIRE
ELMER DAVIS
BOB FINNEGAN
PAULINE FREDERICK
BOB GARRED
PAUL HARVEY
HEADLINE EDITION
TED MALONE
DREW PEARSON-
MR. PRESIDENT
MARY MARGARET MrBRIDE
TYPE
APPEAL
TIME
TESTED
EXPLANATION
News
General
IS
min.
6/wk
yes
One of the nation's best-known news analysts
Forum
General
45
min.
I »k
yes
Popular public forum featuring outstanding leaders
Children's
Program
Juvenile
15
min.
2 wk
yes
Fun, stories and adventures
Radio News
Conference
General
30
rain.
l/wk
yes
Lively discussions with ABC commentators and prominent personalities
News
General
15
mln.
, wk
yes
Distinguished news analyst, three-time Peabody award winner
Sports
General
15
min.
l/wk
yes
Sports news and interviews with sports celebrities
News
General
10
mln.
5/wk
yes
Expert news analyst and United Nations correspondent
News
General
15
mln.
1, wk
yes
Fifteen fast factual minutes of new*
News
General
15
min.
5/wk
yes
One of radio's most dynamic news commentators
News
General
10
min.
5/wk
yes
On-the-spot news and interviews with editor-narrator Taylor Grant
Narrative
General
15
mln.
l/wk
yes
Human interest stories
News
General
15
min.
1 wk
yes
One of the great news personalities In radio today
30 mln. l/wk
Historical drama based on Incidents In lives of U. S. presidents with
Edward Arnold
30 min. 5 wk
Interviews personalities of national and international prominence on current
accomplishments
WSPA Has The Strongest Pulsebeat In
The Carolina-Piedmont (spartanburggreenviue) Area I
This past April... The Pulse, Inc., completed a
comprehensive survey of who's-listening-to-what-and-when in
these seven representative counties in part of our WSPA area
. . . Cherokee, Greenville, Laurens, Spartanburg and Union in
South Carolina — Polk and Rutherford in North Carolina.
Here's What It Proved Here's Why!
From 6:00 A.M. to 12:00 Noon
WSPA enjoys more than THREE
TIMES the audience of the next
highest of the seven stations
reported in the seven counties
surveyed!
From 12:00 Noon to 6:00 P.M.
WSPA enjoys more than THREE
TIMES the audience of the next
highest station!
From 6:00 P.M. to 8:00 P.M.
WSPA enjoys nearly FOUR TIMES
the audience of the next highest
station!
In this prosperous, populous
Carolina-Piedmont (Spartanburg-
Greenville) Area... WSPA is tops in
Showmanship because — in addition
to the great CBS shows — our program
is spiced with our own popular WSPA
personalities and interspersed with
accurate and frequent local, national
and international news coverage.
That's what keeps WSPA on top in
audience preference!
And. ..Can We Sell!
Just call any John Blair man! He'll gladly give you
all the details and figures pertinent to our huckstering
ability in this rich, ready-to-buy, 17-county market.
Represented By
John Blair & Co.
Harry E. Cummings
Southeastern Representative
First CBS Radio Station For
The Spartanburg-Greenville Market
Roger A. Shaffer
Managing Director
Ross Holmes
Sales Manager
5,000 WATTS 950 KC
South Carolina's Oldest Station
SPARTANBURG, S. C.
14 JULY 1952
95
NO SCHOOL TODAY
Children's
Program
Juvenile
90 milt.
l/wk
yes
Saturday morning funfest of stories and songs with Big Jon & Sparkle
PIANO PLAYHOUSE
Music
General
30 min.
l/wk
yes
Piano music featuring Margaret and Forrest Perrin and guest artists
GEORGE SOKOLSKY
Commentary
General
15 min.
l/wk
yes
Noted syndicated columnist, lecturer and commentator
*Co-op in limited markets
MBS radio shows
01
ly.
BAUKHAGE TALKING
CECIL BROWN
CRIME DOES NOT PAY
BILL CUNNINGHAM NEWS
GRACIE FIELDS SHOW
CEDRIC FOSTER
THE HARDY FAMILY
ROBERT HURLEIGH
I LOVE A MYSTERY
FULTON LEWIS. JR.
MAGAZINE THEATRE
MEN'S CORNER
MGM THEATRE OF THE AIR
POOLE'S PARADISE
RUKEYSER REPORTS
STORY OF DR. KILDARE
TAKE A NUMBER
TELL YOUR NEIGHBOR
WAR FRONT— HOME FRONT
TYPE
APPEAL
Tl
ME
EXPLANATION
News
Family
15
min.
5/wk
Distinguished Washington correspondent talks
News
Family
15
min.
5/wk
World traveler and newscaster
Drama
Family
30
min.
1 wk
Detective mystery adventure with MGM cast
News
Family
i;,
min.
l/wk
Syndicated columnist analyzes news
Music
Family
30
min.
l/wk
Famous entertainer and MGM supporting cast
News
Family
15
min.
5 wk
Well known news commentator
Drama
Family
30
min.
l/wk
Andy and the Judge in their famous series
Family
15 min. 5 wk Midwest editor and commentator
Mystery
Family
15 min. 5/wk Famous Carlton E. Morse series
News
Family
15
min.
5/wk
Washington news and interpretation
Drama
Family
25
min.
l/wk
Dramatizations of magazine stories
Fashion
Men
15
min.
1 wk
Bert Bachrach and guests give tips to men
Drama
Family
30
min.
l/wk
Top-notch dramatic presentations
Music
Family
60
min.
5 wk
Zany disk jockey
Finance
Adult
15
min.
l/wk
Layman's guide to finance
Drama
Family
30
min.
l/wk
Lew Ayres and Lionel Barrymore co-star in this
Quiz
Family
30
min.
5/wk
Quiz with Red Benson as m.c.
Drama
Family
15
min.
5 wk
Good neighbor stories and awards
News
Family
30 min. l/wk News direct from Korea front
NBC radio shows
TITLE
TYPE
APPEAL
TIME
TESTED
EXPLANATION
BILL STERN'S SPORTS REV
EW
Sports
General
15
min.
5/wk
yes
Comprehensive sports coverage and features
DANGEROUS ASSIGNMENT
Adventure
General
25
nun
1 wk
yes
Brian Donlevy in tales of international intrigue
HOME EDITION OF THE NEWS
News
General
15
min.
5/wk
yes
Merrill Mueller in a midday newscast
HOWDY DOODY
Variety
Juvenile
60
min.
l/wk
yes
Radio edition of famed kid puppet show
H. V. KALTENBORN
News
General
15
min.
2/wk
yes
Dean of commentators with analysis
RICHARD HARKNESS
News
General
15
min.
4 wk
yes
Expert interpretation of news
KATE SMITH
Variety
Family
,;d
min.
5/wk
yes
All-around wrap-up of matters of interest by Smith and Ted Collins
NEWS OF THE WORLD
News
General
15
min.
5/wk
yes
Morgan Beatty with a late night news interpretation
TALES OF THE TEXAS RANGERS
Western
Adventure
General
30
min.
l/wk
yes
Joel McCream stars in police case histories
WORLD NEWS ROUNDUP
News
General
15
min.
7/wk
yes
News roundup from NBC correspondents
ROOTIE KAZOOTIE
Puppet show
Juvenile
to
min.
l/wk
yes
Fantastic cast of hand puppets in delightful fantasies
AMERICAN FORUM OF AIR
Forum
General
ill
min.
l/wk
yes
Prominent people discuss issues of day
WHO SAID THAT
News Quiz
Grnrl al
30
linn
l/wk
yes
Walter Kiernan, Bill Henry and guest celebrities
Co-op radio
Q. How will 1952 spending in
dealer co-operative radio adver-
tising compare with last year?
A. According to the Broadcast Ad-
vertising Bureau, spending will in-
crease. But actual dollar figures are
hard to pin down because of the com-
plexity and local nature of co-op ad-
vertising. Double-billing (see 16 June
SPONSOR) also masks the amount of
money spent since part of the national
advertisers' dollar contributions are
pocketed by hard-dealing retailers. It
has been estimated, however, that
$100,000,000 was spent in co-op radio
advertising last year.
Q. What are some of the big prob-
lems facing a national advertiser
who is considering adding radio to
his list of approved co-op media?
A. The national advertiser may find
that retailers know too much about
how to save (or make) money on co-
op advertising through double-billing
deals with dollar-hungry stations.
Where his distribution setup is large
and complex, the manufacturer would
do well to set up a simple and easy-to-
understand co-op plan for radio. Pro-
viding transcriptions and advertising
copy is a common answer to the prob-
lem of how to insure effective use of
the medium by dealers.
Top spot agencies
Q. What ad agencies are ex-
pected to be most active in spot
radio this fall?
A. These advertising agencies will be
placing some of the largest schedules
and heaviest dollar volumes of spot
radio business:
BBDO; J. Walter Thompson; Young
& Rubicam; William Esty; Benton &
Bowles; N. W. Ayer; Ted Bates;
SSCB; Ruthrauff & Ryan; Dancer-Fitz-
gerald-Sample. Especially active in
the Midwest will be Chicago agencies
like Arthur Meyerhoff and Foote, Cone
& Belding.
96
SPONSOR
ALL THIS IN ONE SPOT
• . . MAXIMUM POTENTIAL
NBC Spot Sales represents radio and
television stations in 10 markets that ac-
count for nearly 50' < of the nation's
retail sales.
. . . BETTER SERVICE
Separate radio and television, sales, traffic
and research stalls provide quick, accurate
information for planning and placing spot
advertising campaigns.
. . . RESULTS
Fifteen powerful radio and television
stations provide outstanding local pro-
gramming to put \onr sales message
across.
Join our Success Story roster — buy your
spot advertising thru NBC Spot Sales,
representatives for:
New York WNBC Radio WNBT Television
Chicago WMAQ Radio WNBQ Television
Cleveland WTAM Radio WNBK Television
Los Angeles KNBH Television
San Francisco KNBC Radio
Philadelphia WPTZ Television
Roston WBZ-TV Television
Denver KOA Radio
Schenectady WGY Radio WRGB Television
Washington WRC Radio WNBW Television
NBC
SPOT
SALES 30 Rockefeller I Ma/a. New York 20, N.Y.
CHICAGO • CLEVELAND . WASHINGTON • SAN FRANCISCO • HOLLYWOOD
DENVER • ATLANTA* • CHARLOTTE*
*Bomar Loivrancr & Issociates
14 JULY 1952
97
one low rate
u
corners" this
great
West Virginia
*+j£
q,..\.
r-~ 7*"^
£
5&2
•42
*r
/=v^
Vi-if <
-\ <
(~°
\'/?Ml\
: -^...:: F -^
MX
--K
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,:•••
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m§£^m:
i.
....(.
\£
.....
.k_.
.jt>-\ ■'■■■
*
BKKUT,
,*.. /— :
^c
jfejf
m
Here's the lush potential of "Personality's" half-millivolt area alonel
TOTAL POPULATION
992,994
TOTAL FAMILIES
250,337
RETAIL SALES
$543,571,000
FOOD SALES
$111,735,000
GENERAL MERCHANDISE SALES
$80,496,000
FURNITURE AND
HOUSEHOLD GOODS SALES
$29,969,000
EFFECTIVE BUYING INCOME
$965,894,000
POWER
PROGRAMMING
PROMOTION
EXPERIENCE
Two power-pocked stations to provide
a double "knockout" punch . . with FM
for good measure.
The best in ABC and CBS network
radio, plus a local flavoring of pro-
gramming and news.
Publishing monthly audience-building
consumer magazines to help promote
your program and product.
Operated jointly and staffed by com-
petent, capable personnel who live . .
and love . . radio.
Source — U.S. Census and 8MB Survey, 1950
BECKLEY — 560KC
CBS Radio Network Affiliate
1000 W DAY* 500 W NIGHT
if cosfs less when you use "Personality" \ "^A
ions J>
Joe L. Smith, Jr., Incorporated • represented nationally by Weed & Co.
I
I
I
In sponsor's Radio Basics section, which has gained accept-
ance as the industry's primer on the subject, are charted the
outstanding facts coacerning radio and its use in the fall of
this year. In an easy-to-follow progression, the advertiser
and his agency will learn from the section's charts and ta-
bles just what the dimensions and scope of radio really are.
Starting with the latest facts on the number of U.S. radio
sets and homes, he'll learn how these sets are distributed
about the homes in outside-the-living-room locations, how
much listening is done over-all and how much is added by
the growing number of out-of-home radio receivers.
Radio's circulation vs. other media, differences in listen-
ing hour-by-hour, seasonal variations in listening and radio
ratings, cost-per-1,000 figures, spot radio costs — all these are
detailed — and analyzed where necessary.
Networks, stations, station representatives, agencies, and
independent research firms have contributed to this section
which gives the advertiser truly "basic" data as well as some
of the most up-to-date and advanced research findings. To
locate the different topics covered, use the index at right,
although sponsor advises a start-at-the-beginning reading.
14 JULY 1952
I Dimensions of radio's
audience
WO
II Radio listening habits / f / »
III Cost of radio adver-
tising'
IV IC.-iilio's billings
Hit
124
V Kadio vs. TV coverage t »ha •
in TV cities
I2G
VI Where in-home listen- g.
ing is clone
I2H
99
1. How many U.S. homes have radio?
SOURCE: Joint Radio Network Committee Report, I January 1952
96% have radios
42,800,000 homes
4% have no radios
1,937,900 homes
■
■
sir
I
I
I!
I . S. radio sets now total
over 108,000,000
Radio set saturation of U. S. is so great it
can be considered 100% for many areas.
Figures at left are average for whole coun-
try, including over-96 f ( metropolitan areas
and slightly less-saturated rural areas. Total
sets for summer 1952 is over 108,000,000.
2. How many sets are there per home?
SOURCE: American Research Bureau study for ABC, January 1952
One set
17,020,000 homes
or 39.8%
Two sets Three or more sets
15,080,000 homes 10,700,000 homes
or 35.2% or 25.0%
Si.v of 10 homes have
more thiin one set
One-set homes are in the minority.
Six out of 10 homes have two or
more radios. In big TV cities num-
ber of multiple-set homes is high-
er. Pulse study in 20 TV cities
(for BAB) put number of two-set
homes at 37.1 %, three-set homes
at 29.0%. ARB figures at left
are averages for the entire U. S.
3. How are multiple sets divided between radio-only and radio-TV homes?
SOURCE: American Research Bureau study for ABC, January 1952
U. S. radio-TV homes U. S. radio-only homes
(39.1%) (60.9%)
3 OR MORE
SETS
2 SETS
SET
44.5%
TV homes have more radios
In homes which have both radio and TV sets,
67.5% have more than one radio set, but in
radio-only homes figure is 55.5%. With
their greater-than-average number of sets,
TV family members can continue listening to
radio conveniently. Part of family can listen
outside living room while rest view TV.
(Data on rooms where listening takes place in
radio-TV and radio-only homes on page 128.)
100
SPONSOR
4. How many out-of-home sets are there?
SOURCE: Joint Radio Network Committee Report, I Jan-
uary 1952, plus SPONSOR estimate of spring 1952 auto sets
Out-of-home sets
Total: 29,419,266
AUTOMOBILE PUBLIC INSTITUTIONS
SETS PLACES DORMITORIES
24,419,000 4,100,000 900,000
Auto figure above is for spring 1952. It was updated from
I January figure by adding number of sets installed since.
Car radios more than doubled between '48 and '52, continue
rise at two million-plus annual rate. Over 75 c 't of U. S.
cars have radio, with the figures much higher in some markets.
SOURCE: Advertest Research study in New York metro-
politan-area homes, February 1952
Yiiihiht of portable radios in home
HOMES
INTERVIEWED
TOTAL RADIO-
HOMES HOMES
RADIO-TV
HOMES
1,036 317
707
Total of homes with 22 3% 16 1%
portable radios
25.5%
Homes with one portable
radio
18.7%
14.2%
1.9%
21.1%
4.4%
Homes wilth two or more
portable radios
3.6%
Average number of port-
able radios per home
0.27
0.18
0.31
Though limited to New York area, data above indicate extent
to which portable radios have become standard equipment in
metropolitan homes. More than one out of five have such
sets. TV homes have more portables than radio-only homes.
Over one-quarter of television homes own portable radios.
5. How much does the out-of-home audience add to [n-home listening?
SOURCE: Pulse out-of-home listening study January 1952 (except New York which is February 1952)
City
Average quarter-hour sets-in-
use of "in-home" radio
listening
Philadelphia 18.3
New York 21.3
Boston 21.5
Detroit 20.2
Washington 21.3
Atlanta 21.2
Cincinnati 19.6
Minneapolis-St. Paul 22.9
Chicago 20.7
Birmingham 24.4
St. Louis 20.3
Seattle .... 25.0
™,.J
•—
^
Average quarter-hour sets-in-
use of "out-of-home" radio
listening
3.3
3.5
3.3
3.0
3.1
3.1
2.6
2.9
2.6
3.0
2.4
2.6
~_~
i
% of listening added by
out-of-home
18.0%
16.4%
15.4%
14.9%
14.6%
14.6%
13.3%
12.7%
12.5%
12.3%
11.8%
10.4%
Out-of-home bigger plus note titan year ago. Pulse ftmf.v
Out-of-home listening added I5 r j to the winter-spring radio audience
in 12 markets. This represented a "plus" to sponsors ranging from
18% in Philadelphia to 10.4% in Seattle. Philadelphia, Pulse points
out, has consistently ranked first in terms of percent added by out-
of-home listening in surveys it has conducted over the past two
years. Out-of-home represented a bigger plus in the winter of 1952
than in the previous year. Pulse figure for 1951 (in seven of the
above 12 markets) was 13.7% added by out-of-home. In these same
seven markets in 1952, out-of-home plus was 15. 2*7. Out-of-home
listening, now checked continuously by Pulse, is higher in summer
than in the winter figures shown here. (Figures on the next page
show how much out-of-home can add to ratings of specific shows in
summer time.) Since Pulse conducted study above, over 350,000
portable radios were purchased in the U. S. Car radios, however,
account for bulk (over 55 f r ) of out-of-home listening. Other places
where out-of-home listening occurs include beaches, taverns, factories.
14 JULY 1952
101
6. How much does out-of-home listening add to ratings of individual shows?
^r of rati
ng out-of-home represents
Shows
N. Y.
St. Louis
LA.
Arthur Godfrey
(daytime)
7.5%
9.5%
25.0%
Big Sister
3.5%
5.5%
5.5%
Telephone Hour
4.9%
5.3%
4.8%
Big Story
3.3%
4.9%
1.4%
Grand Central
6.1%
10.0%
13.5%
SOURCE: Pulse, Inc
, July-August
I95I ratings
Out-of-home listening contributes
6* to 7% of summertime ratings
For all summertime shows, 6 to 7% of the "true" rating
(out-of-home plus in-home) is made up of out-of-home
listening. Sometimes the figure is much higher. Take the
Arthur Godfrey morning show on CBS, shown in Pulse
chart at left. Last summer in Los Angeles, Godfrey was
heard between 7:00 and 8:00 a.m. In this auto-minded
market, where nearly nine of 10 cars are radio-equipped,
people driving to work and other out-of-home listeners
represented at least 25% of the show's rating in the
market. This is an extreme case but it indicates how im-
portant out-of-home listening can be. Listening in cars
is a particularly big factor for news and d.j. shows slotted
in the hours when people drive to and from work.
7. How does radio's circulation compare with other media?
SOURCE: Total U. S. radio homes figure from I January 1952 Joint Radio Network Committee report: CBS Radio Network figure from
CBSResearch, based on updated BMB Study No. 2, as of Jan. 1952; NBC TV figure from NBC Research, based on ARB study Jan. 1952
(homes viewing one program per wk.); Magazine figures are Jan. 1952 figures from Audit Bureau of Circulation
MEDIUM CIRCULATION % OF U. S.
All U. S. radio homes _ 42,800,000 homes 96.0
CBS Radio Network 33,260,000 74.5
NBC Television Network 15,500,000 34.6
Saturday Evening Post 3,998,616 9.0
Life 5,296,656 12.0
This Week 10,006,564 22.0
8. How many homes are reached by the average program (in four weeks)?
SOURCE: A. C. Nielsen, November-December 1951
AVERAGE DAYTIME AUDIENCE (CUMULATIVE)
Average five-times-a-week daytime network radio show (15
minutes) reached 8,474,000 homes one or more times during
four weeks of November-December 1951.
AVERAGE NIGHTTIME AUDIENCE (CUMULATIVE)
Average once-a-week 25 minutes or more evening
net radio shows (excluding children's and fight pro-
grams) reached 7,584,000 homes.
102
SPONSOR
KXEL
roved
IOWA
^_X$ r 1/ lore ^Jhan
Tall Corn
a/ii
Des Moines
1942-Leadership-1952
Twenty-two County Study of Listening
Habits — 1952 Conlon
rnina
KXEL 28.4
Des Moines (NBC) 17.8
Cedar Rapids (CBS) 19.6
Waterloo (Mutual) 2.8
ernoon.
KXEL 27.3
Des Moines (NBC). 22.0
Cedar Rapids (CBS) 20.0
Waterloo (Mutual) 2.8
C^uenina
KXEL 26.3
Des Moines (NBC) 24.4
Cedar Rapids (CBS) 22.9
Waterloo (Mutual) 1.8
Here is the unvarnished truth. You are not getting your
money's worth of listeners, if you are trying to cover North-
east Iowa, without KXEL.
Get the complete facts on Northeast Iowa's listening habits.
Call your Avery-Knodel man or write direct to KXEL.
KXEL 50,000 Watts ABC
JOSH HICCINS BROADCASTING COMPANY
WATERLOO, IOWA
Represented by Avery-Knodel, Inc.
ABC OUTLET FOR CEDAR RAPIDS AND
WATERLOO, IOWA
14 JULY 1952
103
1. How does listening differ hour by hour?
SOURCE: A. C. Nielsen, March 1952
' i of homes
24
11
20
18
16
14
12
10
8
6
4
2
\iiin(x»r of I . V radio homes using radio by hours of day (March 1952)
Add 000 to figures for homes reached in bars below; includes radio-TV and radio-only homes
10,186
-19,801
8,646^
9,416
9,801
7,618
6,720
— ——
4,451
1,455
8 ' 646 R 432 8 ' 774
7,747,1^
9,930
'-'"i
6a.m. 7 8 9 10 11 12 1p.m. 2 3 4 5 6 7
7,490
4,794
L_„
9 10 11 12
2. How many hours do homes listen per day?
SOURCE: A. C. Nielsen, April 1951-March 1952
3.65
'; '■ ■ ■■■ — ' — '
I r «•!•«««• total hours radio is used per home per day in all I . S. radio homes
Includes radio-TV and radio-only homes, April 1951 through March 1952
3.66
3.56
< 3.31
3.17
2.95
3.02
2.71
2.68
3.54
: ■ ■ • ■ ; .vv--.v-.--J
3.40
3.41
1 .1
APRIL MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. JAN. FEB. MARCH
1951 1952
104
SPONSOR
r/Aff
Mm
-jim §
5:00 to 8:30 AM
DAILY
WH
Memphis, Tenn.
WEED & CO. Representativej
14 JULY 1952
105
In the Chicago Market*. . .
IS THE BIGGEST MEDIUM...
■* ^mW mm mm HI WOmmM - WmmW Mi ^BrW ^mWm mmmm ^m* m* Wm m mm WmMmt Wmmm WW ^fmW IB T W m» w* mt
TOTAL
HOMES
RADIO
HOMES
CHICAGO
DAILY
NEWSPAPER
HOMES
CHICAGO
TELEVISION
HOMES
m
/H s\{ /%
<Y
A
/
TTfT TFTT J\V
□ x ^WmmmWmm^ 'Wm
O I
Audience data from Pulse of Chicago, March-April 1952
Homes estimate from Sales Management. May 1952
Radio homes estimate from Sales Management, May 1952
and 8MB 1949 % radio ownership
Newspaper estimate bases' on latest Chicago newspaper
data available
Television estimate from Teiepulse, May 1952
ft! counties in Illinois, Indiana, fowa, Michigan and
Wisconsin (WBBM 50-100% day and night BMB area, 1949)
urn ^
1,029,010
Eath figure— 500,000 homes)
2,969,000
2,908,600
1,879,871
In Chicago . . , your best buy
STATION B
share
of audience
STATION C
share
of audience
STATION D
share
of audience
WBBM
HAS THE BIGGEST AUDIENCE!
^/ifii A Ht ^
/' | / V
-D
■^ -Z-
/•/
• <
^•z-
•i
• • §»■ t
. K* ^-z* ^
^ \^ V> v >
27.7
i£.7
U4
10.0
(Each figure— 2.5% Share of Audience)
Chicago's Show manship Station
50,000 watts -Represented by CBS Radio Spot Sales
Amount
radio-TV
homes
contribute
Amount
radio-only
homes
contribute
3. How does current listening compare with a year ago by hours of the day?
SOURCE: A. C. Nielsen, 1951-52
% of all homes using radio, showing portion radio-TV and radio-only homes eontrlbute
27.0
hom A e '! 24.0%
25.5
26.0
21.6
1
"~
23.5
21.6
20.6
20.8
- ™—
18.8
22.2
21.4
MARCH
1951 1952
1951 1952
1951 1952
1951 1952
1951 1952
1951 1952
10 A.M.-I2 NOON
12 NOON-2 P.M.
2-4 P.M.
4-6 P.M.
6-8 P.M.
8-11 P.M.
M.-F.
M.-F.
M.-F.
M.-F.
M.-F.
ALL EVES.
littoHtif of 1952 listening drop varies with time of day
Homes using radio are down for the month of March 1952 compared
with the same month in 1951 (figure on top of bars). But the amount
of drop-off varies considerably with the time of day. The drop is
2.4 percentage points for the 10 a.m. to 12 noon period but it
mounts to 5.6 points in the evening hours of 8 to II p.m. Most stable
period is between 2 and 6 p.m. when the drop is only one point be-
tween 2 and 4 p.m. and two points between 4 and 6 p.m. Through
the course of the day in both 1951 and 1952 the amount of listening
contributed by radio-TV homes (white portion of bar) decreases
steadily. Between 10 a.m. and 12 noon in 1952, radio-TV homes
contributed about one-third to the all-homes-using-radios figure; the
8-11 p.m. figure shrinks to under one-tenth contributed. In other
words TV set owners listen more in the mornings. (It is this one fact
which has created a buying rush on morning radio availabilities.)
4. How does listening vary with the season (19484950 percent homes using radios)?
% homes
using radios
Nighttime 6 p.m. -12 mid.
Daytime 6 a.m. -6 pm.
108
JAN. FEB. MAR. APR. MAY JUN.JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.JUL. AUG. SEP. OCT. NOV. DEC. J
1948 1949
SPONSOR
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ANN and
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HI m Mi IB til ui UiuTii ; bbT
The STROMBERG-CARLSON Station
Rochester, N. Y.
Basic NBC — 50,000 watts
clear channel — 1180 kc
GEORGE P. HOLLINGBERY COMPANY, National Representative
3. How does listening compare with a year ago? continued from top pag e ios
SOURCE: A. C. Nielsen, 1951-52
% of homes it.viiio radio in all V. S. radio homes, in radio-only, and in radio-TV homes
All
Radic
TV
homes l
homes
using
radios _® - 5 onl Y
"1 homes
Radio-
24.0% '
24.0
!
i
i
i
22~3
21.6
t
17.8
A.M.-I2 NOON
M.-F.
27.4
25.5
22.7
26.6
23.5
r
17.3
NOON-2
M.-F.
P.M.
March 1951
March 1952
34.5
31.7
24.9
21.6
i
23.7
20.6
16.5
13.7
23.5
20.8
23.4
18.8
14.1
11.5
2-4 P.M.
M.-F.
Listening is tip itt rutlio-only homes thirina daytime
26.0
30.2
22.2
12.0
9.4
27.0
21.4
8.5
4.8
31.8
4-6 P.M.
6-8 P.M.
8-11 P.M.
M.-F.
M.-F.
ALL EVES
Following the solid bar lines across the chart above shows you
that listening is up from 10 a.m. through 4 p.m. in radio-only homes.
But in radio-TV homes the reverse is true and listening declines are
considerable. It is this sharp drop-off which accounts for the decline
in the all-U.S.-homes-using-radios daytime figures. The increase in
radio use in radio-only homes is not enough to counterbalance the
radio-TV homes decline. Take the 10 a.m. through 12 noon period
as an example. Here use of radios in radio-only homes went up
from 22.3% in 1951 to 24.0% in 1952. Meanwhile, however, the
use of radios in radio-TV homes declined from 28.2% in 1951 to
17.8% in 1952. The result of combining these two figures, properly
weighted for the number of homes they represent, is 21.6% of all
U.S. radio homes using radio during the 10-to-noon period. Further
study of the chart above will reveal some interesting variations.
4. How does listening vary with the season (1950-1952)? c °«^»^h boiiom v a &* 108
Nighttime 6 p.m. -12 mid.
Daytime 6 a.m. -6 pm.
% homes
using radios
*«
*w.
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40
30
20
10
FEB. MAR. APR. MAY JUN.JUL AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN. JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR.
I950 I95I I952
110
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National Representatives
.5 MV/M Primary Area WFAA-820 WFAA-570
Square Miles 116,000 95,214
Radio Homes 1,143,500 964,000
Population 4,508,906 3,829,547
Families 1,374,422 1,148,449
Retail Sales $4,486,037,240 $3,817,735,610
Effective Buying Income $5,401,326,660 $5,081,706,385
Buying Income per Family $3,930 $4,425
SOURCE SALES MANAGEMENT, MAY >0, 1952
NBC-ABC-TQN Affi
5 K W
WFAA-820
DAL
Radio Service of The Dallas Morning News
14 JULY 1952
111
5. How do ratings of radio program types vary with the season?
ONCE-A-WEEK EVENING 25 MINUTES OR LONGER
{Rating
is figure at left; at right is number of shows c
/ the type.)
Nielsen
rating periods
Situation
Comedy
Genera
Dram;
1
Mystery
Drama
Concert
Music
Popular
Music
Variety
Music
1
Variety
Comedy
Quiz
Aud.
&
Par.
1951
1 JAN
10.9
16
10.7
8
9.4 18
6.2
6
6.8
4
10.6
6
11.8
7
9.7
7
2
11.3
16
11.5
8
10.1 18
7.2
6
7.9
4
9.7
7
11.5
7
10.5
7
1 Feb
11.4
16
11.7
8
10.3 18
6.7
7
7.0
4
10.2
7
11.5
7
10.0
6
2
10.2
17
10.2
8
9.5 18
6.0
7
6.1
4
9.3
7
11.1
7
8.7
7
1 MAR
10.3
16
10.4
8
9.1 18
6.5
6
7.1
3
9.5
6
10.9
6
8.9
6
2
10.4
14
9.7
9
8.2 18
6.3
6
8.3
3
8.8
6
10.2
6
7.9
5
1 APR
9.8
15
9.2
9
8.5 19
5.6
7
7.9
3
8.7
6
10.3
6
8.1
5
2
8.9
15
9.0
9
8.1 19
5.6
7
7.6
3
8.1
6
9.1
6
8.0
5
1 MAY
8.0
15
7.8
9
7.1 20
5.3
8
6.7
3
7.0
6
8.7
6
5.9
4
2
6.8
14
7.5
8
6.3 19
4.6
6
5.8
3
6.2
6
7.6
5
6.0
6
1 JUNE
7.0
13
7.4
6
6.0 21
4.4
7
5.3
4
6.0
6
8.2
5
6.3
4
2
5.4
10
6.6
5
5.2 21
3.2
8
4.7
6
4.8
6
4.4
4
6.0
3
1 JULY
5.4
5
5.2
6
4.9 14
4.5
5
4.7
6
4.4
5
3.8
2
4.7
1
2
4.5
1
5.6
5
4.7 15
4.3
4
4.7
5
4.4
5
3.0
2
4.8
1
1 AUG
5.4
1
5.3
4
5.1 14
3.6
6
4.1
4
4.9
5
3.8
2
no sr
lows
2
4.6
1
6.0
5
5.4 11
4.5
5
4.1
4
5.1
5
4.3
2
no si
lows
1 SEP
6.5
4
6.8
7
6.6 9
4.0
7
5.2
4
5.7
5
5.8
2
7.0
1
2
6.2
3
7.4
8
6.9 12
4.8
7
6.2
3
6.7
5
6.2
3
6.9
1
1 OCT
8.6
10
7.8
10
7.2 13
7.1
5
6.5
3
7.8
7
8.7
6
8.6
3
2
9.3
10
8.1
10
8.3 13
6.0
6
7.8
3
8.1
6
8.2
6
10.6
3
1 NOV
9.5
11
8.9
10
8.3 12
6.0
6
7.4
3
8.7
5
9.0
6
11.2
3
2
8.9
11
7.4
10
7.5 12
6.3
6
6.8
3
7.6
6
8.1
6
10.5
3
1 DEC
9.1
10
8.2
10
7.9 16
6.2
6
7.1
3
8.3
6
7.9
6
8.7
4
2
9.9
10
8.5
10
8.4 12
6.5
5
7.1
3
8.3
6
8.7
6
11.5
3
1952
1 JAN
9.8
10
9.4
9
8.8 13
6.1
6
6.3
2
8.2
4
8.7
6
10.7
3
3
9.6
10
8.8
9
8.5 13
6.1
7
6.6
2
8.2
4
8.7
6
11.6
3
1 FEB
8.8
10
8.5
9
8.0 13
5.8
6
6.6
2
7.9
4
8.3
6
10.4
3
3
8.8
10
8.4
9
7.4 13
5.9
6
6.2
2
7.4
4
8.0
7
10.5
3
1 MAR
9.4
10
8.8
9
7.9 14
5.8
6
6.5
2
7.9
4
8.6
7
10.9
3
3
8.5
11
8.1
9
7.5 14
6.2
5
5.6
2
7.8
4
8.2
7
8.9
3
1 APR
7.6
10
7.6
9
6.5 13
6.3
6
6.6
2
7.1
4
7.6
6
9.4
3
SOURCE: A. C. Ni
elsen AM
ratings, 1951. Programs evaluated are network si
lows only.
112
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. . . 80% of them three to seven times every week.
Last year retail sales in Big Aggie Land totaled #3,462,941,000 — greater than Los Angeles,
Detroit or St. Louis.*
*Compiled from 1952 Sales Management
Survey of Buying Power
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YANKTON - SIOUX CITY
AFFILIATED WITH THE
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14 JULY 1952
113
5. How do ratings of radio programs vary with the season? continued from pag e 112
MULTI-WEEKLY DAYTIME
iRuting is figure at left: at right is number of
sluncs of the type.)
Nielsen
rating periods
Adult
Serials
Child
Programs
Qui:
Aud.
: &
Par.
1951
1 JAN
2
7.2
6.9
25
25
6.4
6.2
5
5
4.9
5.4
10
10
1 FEB
7.1
25
6.6
5
5.0
10
2
7.0
25
5.8
5
5.0
10
1 MAR
7.4
23
5.8
4
4.6
10
2
7.1
24
5.8
4
4.6
10
1 APR
6.8
11
5.4
4
4.3
10
2
6.4
24
4.7
4
4.1
10
1 MAY
6.4
22
4.0
4
4.0
10
2
6.0
22
3.9
4
3.4
10
1 JUNE
2
6.4
5.7
22
21
4.5
2.8
2
1
3.7
3.5
10 1
8
1 JULY
5.0
21
no shows
3.4
8
2
5.3
20
no shows
3.5
9
1 AUG
5.4
19
no shows
3.8
7
2
5.6
IS
no shows
3.7
7
1 SEP
5.5
21
4.2
1
3.8
7
2
5.8
22
4.3
2
3.7
7
1 OCT
5.2
25
4.5
3
3.3
9
2
5.9
24
4.9
3
3.8
10
1 NOV
6.4
24
6.1
3
4.2
2
5.5
25
5.5
3
3.8
1 DEC
6.0
25
6.0
3
4.1
2
5.9
26
6.6
3
4.7
1952
1 JAN
6.1
27
6.0
3
4.3
3
6.0
27
6.6
3
4.5
1 FEB
5.9
27
5.9
3
4.7
3
6.1
27
6.1
3
4.6
1 MAR
6.2
27
5.6
3
4.8
10
3
6.2
27
5.7
3
4.3
10
1 APR
5.6
28
4.6
2
4.2
10
Hon- to use this chart
The chart, starting with evening programs on page 112 and
continuing at left, has many important uses for sponsors. Based on
national Nielsen ratings for radio, it shows primarily the relative rat-
ing behavior of any major radio show type, in comparison with other
program types and with itself, over a period of more than a year.
Reading the chart downward under any given show type, such as
"Situation Comedy," will show the prospective buyer or current spon-
sor how the average rating of all such shows on the air vary with the
season during any Nielsen rating period. For example, daytime soap
operas hold about 70% of their audience in the summertime; night-
time variety-comedy shows take a summertime beating, and hold
only 25% of their audiences. (This is indicative as well of the qual-
ity of the reduced number of summertime comedy shows, as well as
tastes and listening loyalties.)
With this chart, sponsors can weigh the ratings for their own
shows against rating averages for similar shows, and can judge
roughly the year-'round audience potential of several basic types of
network (and local, too) programs. Also, they can judge which
categories are represented most strongly on a year-'round basis by
the sheer weight of numbers, and can make month-by-month com-
parisons of averages and numbers.
Other trends are evident, such as the fact that mystery shows and
daytime serials hold their audiences fairly well during the summer,
while other types slack off. Also, the trends in the types of shows
that take off for the summer months can be charted. (Example:
situation comedies dropped from a winter peak of 16 to one show
during last summer, but mysteries only lost about half of their ranks.)
114
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6. How do program types compare in number of homes reached?
SOURCE: A. C. Nielsen, 3-9 February 1952
Average number of homes reaehetl by program types, 3-9 February li)52
Once-a-week evening (25 minutes or more duration)
SITUATION
COMEDY
GENERAL
DRAMA
MYSTERY
DRAMA
CONCERT
MUSIC
POPULAR
MUSIC
VARIETY
MUSIC
VARIETY
COMEDY
QUIZ & AUD.
PARTIC.
3,766,000 homes
(8.8 rating)
3,638,000 homes
(8.5 rating)
4,451,000 homes
(10.4 rating)
Multi-weekly daytime
ADULT
SERIALS
CHILD
PROGRAMS
QUIZ & AUD.
PARTIC.
2,525,000 homes
(5.9 rating)
2,525,000 homes
(5.9 rating)
2,012,000 homes
(4.7 rating)
7. How many homes were reached by the top 10 radio shows last season?
SOURCE: A. C. Nielsan report for two weeks ending 9 February 1952
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
116
Show No. of homes
Lux Radio Theatre 6,720,000
Jack Benny 6,420,000
Amos V Andy 6,120,000
Bergen McCarthy 5,906,000
You Bet Your Life 5,307,000
Talent Scouts 4,922,000
Suspense 4,922,000
People Are Funny 4,665,000
Our Miss Brooks 4,580,000
The Big Story 4,451,000
§ii|
SI:
I:
Lux leads, but gap is narrow
In this peak-of-season Nielsen report, "Lux Radio
Theatre" continued in its usual top spot as radio's
highest-rated show nationally. Although its lead was
not large (300,000 homes) over the number 2 show,
"Lux" did considerably better than the average for its
show type. Note too that there is a tie for the number
6 spot, indicative of how close the gap has become
between the first and tenth shows in radio. What still
counts is not mere supremacy, but cost-per- 1 ,000 and
ability of the program to sell to its audience.
SPONSOR
Ml*
. . oh* *« B *°"?
port
•» -JgfiS» '
>N*
HERE'S WHERE THEY'RE BITING!
We won't drown you in figures. We'll just
point out that for the calendar year 1951,
naval installations alone in the Hampton
Roads area paid 42,000 employees #155,-
000,000. That's a lot of buying power — and
it's still growing. But it's only a small frac-
tion of the tremendous total in defense rich,
14 JULY 1952
shipping-and-industry-rich Hampton Roads.
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NORFOLK, VIRGINIA
117
How does network radio compare with oilier media in people per dollar?
SOURCE: CBS film "More Than Meets the Eye.'' For explanation of how figures are deriv-ed, see below
MEDIA PEOPLE PER DOLLAR
Radio 934
Television .___ 365
Magazines 334
Newspapers 240
..::y: : :vX : : : ::::::::xXv: : :: : : : x::S::: : : : : : : : : : : : S:vx:¥: : : : : : : : .
: : : : : : : : :¥^^::•^:^^X:::.:•^::;::■::X:::X : :': : :■:■:.:■:. : :::;^ : ^: : : : :.:-:■::;:;^:v
Siow i'igurex were derived
Network radio's cost is based on Nielsen Radio Index data on all
sponsored programs for which information is available, for the period
October 1951 to January 1952 (1st report). Number of listeners
per set is from nation-wide American Research Bureau study, Feb-
ruary 1951.
Magazine cost is for the average full-page black-and-white ad in
eight leading publications (Life, Look, Collier's, Saturday Evening
Post, Ladies' Home Journal, Woman's Home Companion, McCall's,
Good Housekeeping). Circulation from ABC as of June 30, 1951.
Readers per copy from Magazine Audience Group Study, 1949.
Percent of ad noters from Starch data, July 1950-June 1951. Page
costs are figured on the one-time rate in effect in January 1952.
Network television's cost is based on approximately two-thirds of
all sponsored television programs (all available) for the month of
February 1952. Number of viewers from the American Research
Bureau. Cost of time: PIB gross time cost as of January 1952, net
time cost estimated at 75 f r of gross. Cost of programs: Variety.
Newspaper cost is based on an average 500-line ad in the largest
morning and evening newspapers in 50 largest U. S. cities. Circula-
tion, ABC as of September 30. 1951. Readers per copy estimated
at 2.5 Percent of ad noters, from Continuing Study of Newspaper
Reading, Nos. 1-125. Space costs are based on the flat line, one-
time rate in effect March 1952.
nmtmmm
2. What's the cost-per-1,000 homes of network programs by types?
SOURCE: A. C. Nielsen, 3-9 February 1952
Once-a-week evening (25 minutes or more duration)
SITUATION
COMEDY
GENERAL
DRAMA
MYSTERY
DRAMA
CONCERT
MUSIC
POPULAR
MUSIC
VARIETY
MUSIC
VARIETY
COMEDY
QUIZ & AUD.
PARTIC.
$8.85
$8.95
Multi-weekly daytime
ADULT
SERIAL
CHILD
PROGRAMS
QUIZ & AUD.
PARTIC.
$2.88
Note: In contrast to chart one above, (based on "people") chart
two is based on "houses" — and there are more than three people
per home. Further, two of the lowest cost nighttime categories
(news and sports) are not shown in this Nielsen breakdown.
118
SPONSOR
THE PROGRAM
THAT . . . .
Starring
Tyrone
W AMERICA'S FA
AVORITE SON!!
gUttfe*" ■-■
>v#>
His faith in America gave
America faith in hir
■^ TK2'
• TYRONE POWER *EDWIN C. HILL
As Senator Dean Edwards Adding Authenticity
He put Old Glory above He humanizes the Why and
his personal glory! How of government!
W MUSI
/OR loCAL
SP °^SORs I
Wf Wjf-fti jr K
OF THE U. S. SENATE
AT WORK!
$%>
SUCH A DRIVING, PULSING,
FEVER-PITCH OF EXCITEMENT ABOUT
'What goes on in Washington?"
.^K,
%u'^T
rr
<g*
m
3. What are some typical talent-production costs for radio shows?
SOURCE: SPONSOR June 1952 estimates
SITUATION COMEDY
Amos V Andy $15,000
Our Miss Brooks 7,500
Life with Luigi 6,000
My Friend Irma 6,000
M YSTERY- CRIME DRAMA
Suspense $ 7,000
Big Town 4,500
Martin Kane 4,500
Mystery Theatre 4,000
FBI in War, Peace 3,975
Dragnet $3,500
Barry Craig 2,750
GENERAL DRA MA
Philip Morris
Playhouse $10,000
Dr. Christian 7,000
Big Story 6,500
Armstrong Theatre 4,000
AUDIEN CE PARTICIPATION
You Bet Your Life $16,500
(For both radio and TV)
Cive and Take
QUIZ PANEL
52,250
VARIETY COMEDY
What's My Line $6,000
CONCERT MUSIC
Voice of Firestone $18,000
(For both radio and TV)
Telephone Hour 12,500
Railroad Hour 11,000
Band of America 7,000
4. What 7 s the average cost of spot radio
SOURCE: NARTSR study of 93 radio stations, 1951
AVERAGE COST OF TIME (CROSS)
Class A, one hour $163.63
Class A, half hour 97.14
Class A, quarter hour 63.02
11
Class A, one minute 22.14
Jack Benny
$18,000
Fibber McCee &
Molly
12,500
VARIETY MUSIC
Bing Crosby
$20,000
POPULAR MUSIC
Hit Parade
$9,000
Mario Lanza
8,000
Guy Lombardo
5,500
Sammy Kaye Sere
nade
4,500
time period?
For "tablecloth" estimates only
The figures at left are useful for quick estimates only.
They could be used to give a tentative, tablecloth an-
swer to a question like this: "How much would a cam-
paign of 1,000 60-second announcements cost?" An-
swer: $22,140, a useful but merely tentative figure.
5. How do spot radio costs compare now with 1941?
SOURCE: NARTSR study of 93 radio stations, 1941 vs. 1951
NARTSR 10-year cost comparison
Average cost basis, derived from rates jor
Class A hour, hall-hour, 15-minutes, {-min-
ute l 93 stations 1
7947
100
7957
120
Cost-per-1,000 basis, calculated from na-
tional sets-in-use figures
100
74
Cost-per-1,000 basis, calculated from num-
ber of U. S. radio families
(Base: 1941 = 700;
100
88
Cost-por- 1,000 down
While the rates charged for spot time by
radio stations have gone up 20 r r in the
decade between 1941 and 1951, cost-per-
1,000 has declined. The cost-per-1,000 de-
cline is 26% whn it is calculated on the
basis of national sets-in-use. It is 22%
when costs are measured against radio fam-
ilies. Reason for the decline is the increase
in sets-in-use and radio families since 1941
which more than offsets the 20% average
rate increase by U. S. stations since 1941.
122
SPONSOR
millions listen
{'.-:■■■/ *
/'••*•■
• •
-•jf^/ millions buy!
?/
WJR MARKET DATA
(primary coverage area)
Per cent
of Total
U. S. Market
Population .: 12,601,300 8.3%
Radio Homes 3,785,540 8.6%
Passenger Car Registrations.. 4,116,934 10.2%
F/7//ng Sfafton Sales $739,614,000 10.1%
This summer 4,500,000 vacationists will visit
Michigan . . . most of them by automobile. Com-
hine this with over 4 million passenger car
registrations already within the range of W J K"s
signal, and you're looking at the greatest
filling station sales potential in the Midwest!
Sell these millions of customers, with the only
single medium that reaches them all. That's
WJR, the Great Voice of the Great Lakes!
illl
i 4
the GREAT VOICE
of the
GREAT LAKES
V> JK Delro.l
The Goodwill Sli
CBS Radio
Network
Radio — America's Greatest Advertising Medium
<*§
Represented Nationally by the Henry I. Chr'ntal Co.
V/JR— Fisher Bldg., Detroit 2, Mich.
Mil* WJR Foifern Office. 665 Fifth Avenue. New Vor* 17, N. Y.
MIKE
14 JULY 1952
123
1. How much money gross, has been spent to buy network time 48—52?
:OURCE: Publisher's Information Bureau
1952
FIRST 5
MONTHS
t
$25,036,805
+ OR -
FROM 1951
- 24.0%
I95I
TOTAL
$68,784,773
1950
$70,744,669
1949
$63,403,583
1948
$62,265,105
20,475,920 -18.9
54,324,017
61,397,650
64,013,296
69,697,590
16,402,402
+ 11.8
33,708,846
35,124,624
42,342,854
44,304,245
8,628,653
+ 12.5
17,900,958
16,091,977
18,040,596
22,728,802
YEARLY TOTALS
[193QJ $27,694,090 l^JZ] $115,404,803 IJ949J $187,800,329
J2935J $49,293,901 (JHT] $190,930,336 [1950] $ 183 ' 358 ' 92
IWH)] $96,455,603 (JHB\ $198,995,742 [±95l] $174,718,594
2. How much money was spent to buy spot radio time?
SOURCE: SPONSOR estimates
120
90
60
30
1947 1948
$90 million $100 million
1949
$108 million
1950
$120 million
1951
$132 million
1952
$139 million
(estimated)
120
90
60
30
124
SPONSOR
NEW YORK
BOSTON
CHICAGO
wQed & company
— "*^BI Bflf | 1 - *
RADIO STATIO
EPRESENTATI VES
DETROIT
SAN FRANCISCO
ATLANTA
HOLLYWOOD
1. How do radio only and radio TV homes compare in the 63 TV market?
SOURCE: NBC Radio Research Department, I May 1952
TOP 2 TV MARKETS NEXT 5 TV MARKETS NEXT 14 TV MARKETS NEXT 43 TV MARKETS RADIO-ONLY AREA
4,155,000
RADIO-TV HOMES
(24% OF TV HOMES
IN THE U.S.)
1.673.000
RADIO-ONLY HOMES
4,373,000
TV HOMES
(25% OF TV HOMES
IN THE U.S.)
1,692.000
RADIO-ONLY HOMES
4.321.000
TV HOMES
(25% OF TV HOMES
IN THE U.S.)
2.541.000
RADIO-ONLY HOMES
4,442.000
TV HOMES
(26% OF TV HOMES
IW THE U.S.)
4,789.000
RADIO-ONLY HOMES
14,814,000
RADIO-ONLY
HOMES, NON-TV
AREAS
35%
OF ALL U.S. HOMES
Radio-only homes in TV areas, 1 May, 1952
TV MARKET
Top 2
NEW YORK
LOS ANGELES
RANK
CHICAGO
.".
PHILADELPHIA
i
NPXl R BOSTON
I1CAI J DETROIT
5
n
CLEVELAND
7
PITTSBURGH
8
ST. LOUIS
9
BALTIMORE
1(>
SAN FRANCISCO
1 I
WASHINGTON
12
MILWAUKEE
13
MOYt 1A CINCINNATI
UGAI It MINN. -ST. PAUL
14
l.i
NEW HAVEN
Id
BUFFALO
17
INDIANAPOLIS
18
PROVIDENCE
19
COLUMBUS
20
SCHENECTADY
21
KANSAS CITY
22
DAYTON
23
TOLEDO
24
ATLANTA
25
DALLAS-FT WORTH
26
SYRACUSE
27
JOHNSTOWN
28
LANCASTER
29
ROCHESTER
30
SEATTLE
31
CHARLOTTE
32
HOUSTON
33
LOUISVILLE
34
MEMPHIS
35
OMAHA
36
RICHMOND
37
SAN DIEGO
38
NORFOLK
39
DAVENPORT
40
BIRMINGHAM
41
Next 43 n™ 1 ™™
42
43
NEW ORLEANS
44
OKLAHOMA CITY
45
GRAND RAPIDS
46
MIAMI
47
AMES
48
GREENSBORO
49
ERIE
50
HUNTINGTON
51
KALAMAZOO
52
TULSA
53
SAN ANTONIO
54
SALT LAKE CITY
55
UTICA
56
BINGHAMTON
57
NASHVILLE
58
JACKSONVILLE
59
PHOENIX
60
BLOOM INGTON
61
ALBUQUERQUE
62
BROWNSVILLE
63
TOTALS
5/1/52
TV HOMES
2,970,000
1.185,000
1,155.000
1,042,000
895,000
667,000
614,000
428.000
398,000
386,000
377,000
364,000
332,000
323,000
316,000
274,000
268,000
220,750
214,000
210,000
210,000
207,000
188.00O
180,000
169,000
164,000
164,000
152,000
147,000
147,000
144,000
143,000
141,000
138,000
130,000
127,000
124,000
117,000
1 1 4.0OO
110,000
103,000
102,000
93,000
93,000
92,300
88,680
86.000
83,000
83,000
79,700
79,100
78,320
77,500
76,400
73,000
69,500
66,000
63,00O
56,000
39,400
29,250
14,200
10,700
17,296.800
1/1/52
RADIO-ONLY
RADIO HOMES
HOMES
4,192.530
1.222,530
1,635,730
450,730
1,728,130
573,130
1.373.990
331,990
1,134,620
239,620
958.570
291,570
869,810
255,810
737,350
309,350
566,250
168,250
472,740
86,740
989,010
612,010
466.210
102,210
415,130
83.130
419,590
96,590
463,610
147,610
518,220
244,220
353,740
85,740
378.270
157,520
406.190
192,190
342,390
132,390
333,320
123,320
467,050
260,050
277,620
89,620
316,590
136,590
371,300
202,300
377,610
213,610
226,870
62,870
314,550
162,550
211,240
64,240
211.480
64,480
444,470
300,470
331,610
188,610
308,990
167,990
242,790
104,790
251,670
121,670
218,810
91,810
143,560
19,560
183,810
66,810
190,110
76,110
204,600
94,600
235,980
132,980
142,820
40,820
224,330
131,330
254,520
161,520
230,020
137,720
189,288
100,600
179,880
93,880
201,040
118,040
262,050
179,050
154,190
74,490
187,410
108,310
203,330
125,010
169,690
92,190
160,620
84,220
89,940
16,940
120,200
50,700
214,430
14B.430
225,520
162,520
107,620
51,620
117,110
77,710
150,810
121,560
51,340
37,140
64,170
53,470
27.986.430
10,695,630
•Homes figure is based on number of sets in market ; is not eorrcetcd for multiple set TV homes.
126
SPONSOR
There's mor^ihan one reason wKy national advertisers consistently
renew their Keystone time. They kno>/of Keystone's more than
affiliates dotting the nation ana that all or only the number they
need may be purchased in a package'- — with one time saving order.
However, they ajsefrealize that the prosperous people living in Keystone's
rich Hometown and Rural America are beyond effective television and they
listen more often and longer to their local level KBS radio station than
they do to the distant metropolitan stations.* Investigate the
sales potential of Keystone's Market — and the ability of Keystone to produce it!
•RMB REPORT
NEW YORK: 580 FIFTH AVENUE
CHICAGO: 111 W. WASHINGTON
14 JULY 1952
127
1. In what rooms do they listen in radio- only and radio-TV homes?
SOURCE: Joint CBS Radio Network-NBC Radio Network Survey by ARB, 1951
Radio-only homes
MORNING, 6 A.M.-12 NOON
36.4% IP
Radio-TV homes
40.9'
12.7%
4.9% I
1.2%
3.9%
LIVING ROOM lllllllllllllllilllllllllllllllllllllllllllllllllllllllllll 20.1%
K ITC H EN lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll
BEDROOM IIIIIIIIIIIIIIIIIIIll; 8.3%
DINING ROOM llllllllllllllli: 6.3%
AUTO HIM 4.2%
OTHER llllllll 1.9%
59.2%
52.8'
AFTERNOON, 12 NOON-6 P.M.
24.4'
11.4',
LIVING ROOM
KITCHEN
BEDROOM
DINING ROOM
AUTO
OTHER
llllllllllllll
mi 9.1%
6.5%
8.8%
7.9%
23.8%
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiini
43.9'
59.4%
EVENING, 6 P.M.-12 MIDNIGHT
LIVING ROOM
KITCHEN
BEDROOM
DINING ROOM
AUTO
OTHER
5.1%
6.5%
7.8%
miiiiimiimiiiimiii 29.0%
iiimiiimiiimiiimiiimiimiiiiimiimiiii 37.4%
14.2%
49.5% i
27.2%
13.2'
TOTAL DAY, 6 A.M. TO MIDNIGHT
LIVING ROOM llllllllllllllllllllllllllllllllll
KITCHEN llllllllllllllllllllllllllllllllll
BEDROOM lllllllllllllllllllllill 9.6%
3.6% ^n DINING ROOM llllllllllllllllllll 6.2%
1.5% «■ AUTO IIIIIIIIIIIIIIIIIIIll 6.3%
5.0%. 1^ OTHER llllllllllllllli 5.0%
22.9%
50.0%
TV families listen most In hntehen
There are significant differences in the rooms where listening
takes place between radio-only and radio-TV families. The
families with TV sets do more listening outside the living room
than the radio-only families. Apparently, the presence of the
TV set in the living room has cut down on the amount of
listening that takes place there, and has made the so-called
"secondary" sets in these radio-TV homes actually the "pri-
mary" ones. As was indicated on the first page of this
year's edition cf Radio Basics (bottom chart), radio-TV
homes have more radios than radio-only homes. This helps to
explain why the "dispersal effect" is greater in these homes.
The room where half of the listening is done by radio-TV
families is the kitchen (see chart immediately above this
paragraph). Note that while radio-TV families spend 50.0%
of their listening day in the kitchen, radio-only families spend
almost the same proportion of their listening day (49.5%)
in the living room. Bedroom listening increases in importance
as the hour grows later, reaching its high point between 6
p.m. and midnight when 14.2% of listening in radio-TV
homes takes place in bedrooms and 15.2% of radio-only.
128
SPONSOR
1
s most far
l^o w ATTS
"Ed. Note: "We dont know what caused the Inc. but as
Pal says the control room of WPAL did hum up recently.
But, 30 minutes Inter PAL was back on the air from its
transmitter, and is now back in the most modern studios in
the city of Charleston."
John E. Pearson Co.
FOREIGN BARKERS: s E> . Dora . C |oyton Agency
OF CHARLESTON
SOUTH CAROLINA
You would be amazed..*
how far your budget can go in television
Most stores weigh steak before trimming.
A few trmi first — then weigh. The steak's
the same. But the value's not. If you're
paying for the trimmings in television,
you, too, will find that Dollars Do More
on Du Mont.
DUMONT
TELEVISION NETWORK
515 Madison Avenue, New York 22, N. Y., MU 8-2600
A Division of The Allen B. Du Mont Laboratories, Inc.
BO
SPONSOR
Cost rise slows down
If it weren't for the fact that network TV is on the verge of a
mighty leap forward, when new stations come on the air, it
could be said that there is an air of stability clothing the
medium this fall. As it is, no sooner will the national adver-
tiser settle down into TV with a sigh of familiarity than he
will be dumped right out of his chair.
As far as short-range plans go, however, the advertiser will
find in this section much helpful information. Will there be
an appreciable number of new TV stations on the air before
Christmas? How many?
Will there be a bigger market potential this fall for exist-
ing stations? How many viewers will an advertiser be able to
figure on by the end of the year?
How about program and time costs? Going up at the same
rate? Leveling off? (The answer, in brief, is that net TV's
cost rise is slowing down.)
A thorough coverage of time availabilities is also provided
in this section plus listings of shows with participating spon-
sorships which have openings for advertisers. The pros and
cons of participations are discussed.
Merchandising plans are touched on, too. And for those
advertisers interested in the technical progress of TV, some
of the more important developments are described.
At the right is an index listing the topics covered.
Cost (rends 132
Nighttime availabilities 133
Television map 137
Program trends I 12
Daytime TV I 13
Participations 145
Top TV sponsors 1 IB
Merchandising I Hi
Technical progress in tele-
casting I Hi
Dimensions 1 18
Post-freeze TV 1 13
Available net worth pack-
ages, list I 19
1 lira-high frequency (Mil ) 152
14 JULY 1952
131
Cost trends
Q. Will time costs continue to
increase?
A. Yes. but they will tend to level off
somewhat this year, primarily because
the increase in TV set sales has been
leveling off. What the cost picture will
be once the new TV stations come on
the air in droves is another matter.
While no exact answer can be given
at this time, it is safe to say that the
rate increase will be substantial enough
to create a trend toward sharing of
commercial time on a single program
by several sponsors.
Q. What network increases may
a national advertiser figure on this
year?
A. Because of the great number of
powerful, independent TV stations, the
initiative in time cost changes does not
come from the networks. The one-sta-
tion market outlets, from which most
of the increases will probably come,
will raise their rates when they feel
their increase in viewership warrants
it. One network source estimated that
the total network time cost increases
between this past January and January
1953, will average about 10%. The
1 July station increases ranged between
V, and 25% for the most part, but
all stations did not raise rates at that
time. WTTV in Bloomington, Ind.,
raised its basic rate lone-hour, one
time) 150% but the new rate is still
well below the average. The rate in-
crease is actually a case of a small sta-
tion earning a rate increase ($300) on
the basis of a big relative jump in
viewers in its market. Reasons for
raising rates vary with the station.
Q. To what extent are rate in-
creases based on the increasing
number of sets in the station's
area?
A. The number of sets is the basic
factor in all rate increases. Small in-
creases may be expected among some
stations which increased their telecast-
ing umbrella by increases in power
and antenna height, but this is the op-
posite side of the same coin. Recently,
30 stations in 25 markets went ahead
with such changes on the basis of pre-
vious FCC decisions. The effect of
these changes is to increase viewer
potential in fringe areas.
Increases in rates are also affected
to a slight degree by general cost pres-
sures, such as expenses.
Of course, as any TV network sales-
man will hasten to tell you. the impor-
tant thing is not absolute time cost but
cost-per- 1,000 sets. For example, while
CBS time costs have increased about
eight and one-half times since 1949,
the web's circulation has been upped
18 times. Other networks tell much
the same story. According to Fred
Thrower. CBS-TV sales head, there
has been a "continued sharp drop in
CBS-TV gross circulation cost-per-1,-
000 homes from $3.45 in January,
1949, to $1.74 currently (June)."
Q. Are daytime TV costs much
cheaper than nighttime?
Talt'tit costs t'ontinue up but production economies are in the offing
TV nets continue talent raids with consequent cost increases. Jackie
Gleason (above) switch trom DuMont to CBS is case in point as is
W. Minor (shown at left center picture) move from CBS to NBC.
Low-cost show like DTN "Rocky King" (above, right) are few.
Production economies are being achieved with new TV centers like
CBS' new New York studios, to be located in former Sheffield plant.
New show trends for fall include NBC plans for Ralph Edwards show
(center) and CBS' bringing over "Guiding Light" to TV (star at right)
™
A. Time costs during the day are
roughly half of those at night and pro-
gram costs tend to be much less. Cost-
per-l,00Q is about the same day and
night.
Q. What will program costs be
in general this fall?
A. Like time costs, program costs in
general are leveling off. In individual
cases, competitive bidding for top-
drawer talent may push up prices be-
yond the norm. For instance, in recent
network raids NBC took Worthington
Minor from CBS and CBS, in turn,
lured Jackie Gleason from DuMont.
The announced program costs are, re-
spectively, $35,00 and $65,000 per
hour per week.
Film is considered a way out of the
high-cost problem. But while the ad-
ditional cost of filming a program
may be recouped later, the fact re-
mains that a sponsor can figure on lay-
ing out at least an additional $5,000 a
week for putting his show on film.
Another cost factor enters when a
show has been running for a long time:
top talent and production people ex-
pect (and get I escalated raises in their
contracts.
Q. Is there any effort being made
to reduce program costs?
A. Y es s in the sense that any pro-
ducer will try to avoid unnecessary ex-
penses. Such things as rear-screen pro-
jection and special effects have been
helpful in the past and studio people,
as well as outsiders, are always look-
ing for new gimmicks to cut costs.
Film producers for TV are especially
cost-conscious, being aware that creat-
ing a movie for the TV market of 109
stations is far different from making
a movie for thousands of exhibitors,
'i et, there is also the awareness that
a national advertiser will expect a
handsome smoothly - produced show-
case for his product when he decides
to turn lo film programing.
Production costs will be pared in
the future as a by-product of new
studio facilities and the knowledge
gained by experience in producing TV
allows. CBS' Television Citv in Holh-
wood has mechanized a good deal of
the backstage scene-shift inn techniques
and the net's purchase ol tin- Sheffield
Farms Co. building in New York Cit)
will also lead to studio economies.
DuMont, unable to match the high
priced shows of its competitors, seeks
customers by specializing in low-cost
m\ stery programs.
Nighttime availabilities
Q. Has the fever to get into night-
time TV abated?
A. The fever is still there but it is
offset a little this year by second looks
at cost vs. the bankroll. Even with a
top-rated star like Milton Berle, for ex-
ample, the Texaco people found their
Star Theater a heavy, financial burden
(it weighs about $6 million a year).
Starting this fall, Buick will shoulder
one-fourth of the cost (for oncc-ever\-
four-weeks sponsorship).
On the whole, TV sales are running
ahead of last year, and there is ever)
evidence that advertisers will continue
#/o.v.vc*©i*#* o#* itvltriprk sp&nsorsh ip
Number of sponsorec
by
net TV shows
product groups
Number of sponsored
by show types
net
TV shows
n
No
on
TV
Type of program
No
on
TV
Sponsor classificatio
1951 =
(I Jan.
thru 15
tin.)
1952
(April)
1951
(Oct.
>
1952
< Ipril
Automobiles & Accessories
16
13
9
6
Children's Variety
8
7
3everaqes
14
Comedy-Variety
JL°_
11
Clothing
15
Comedy -Situation
10
!
9
Commentary, Interviews
7
6
9
7
Confections
Drama: Straight Drama
18
17
Cosmetics, Toilet Requisites
17
11
Juvenile & Western
10
8
Druqs & Drug Products
13
14
Mystery & Detection
22
26
Foods & Food Products
41
33
4
Farm Programs
Film News
6
Gasoline & Lubricants
Forums
3
4
Home Furnishings
26
23
7
Health Talks
Institutional
8
Home Economics
5
2
Insurance
1
1
Musical & Musical Variety
13
11
News
3
5
7
6
Jewelry & Accessories
Panel Quiz
8
8
Miscellaneous
4
6
Quiz & Participation
13
12
Publications
2
3
Religious
4
3
Religious Groups
6
3
Serials
5
7
Sports
8
7
10
9
Soap & Soap Products
Variety — Straight
19
n
Tobacco
11
11
Variety — Talent
4
4
14 JULY 1952
133
You get RESULTS beyond the expected
FOR LOCAL
AND REGIONAL
SPONSORSHIP
ON FILM...
the greatest name}
television programi^
OTHER GREAT ZIV SHOWS
BOSTON BLACKIE • YOUR TV THEATRE
• THE CISCO KID • STORY THEATRE
• YESTERDAY'S NEWSREEL
• EASY ACES
• SPORTS ALBUM • FEATURES
• WESTERNS • CARTOONS
then you telecast .
in
half-hour
sfto <*<5^r e
'"%$/
—■—Sri- *c:^r;
A "° «W «o»„ """«' »«.»
--rfS*^'
/"\N Saturday night, February 16, 1952,
^"^ WSM-TV staged a 7'/ 2 hour Telethon
to raise money for the Middle Tennessee
Heart Association Fund. What happened
contains food for thought for every adver-
tiser interested in selling the heart of the
Central South.
• Over 200 artists (all WSM, and WSM-
TV staffers), folk and popular, appeared be-
fore the WSM-TV cameras.
• After 2,100 plus calls, phone facilities
were so hopelessly jammed that people
drove as far as 70 miles to make contribu-
tions in person.
y&& 2,161 individual pledges were recorded
before the Telethon went off the air.
public
rvice
• Pledges came in from a six state area,
rfrom points as far north as Evansville,
Indiana, and as far west as Jonesboro,
Arkansas.
Note well three things . . . public service beyond
the call of duty . . . talent better than 200 strong
. . . coverage far greater than normal. All these
add up to an extraordinarily effective sales medium
for your product. Irving Waugh or any Petry Man
can fill in the details.
Channel 4 Nashville
WSM-TV
135
SPONSOR
— I7,627,30C
ts in Canad
/, Buffalo
rs in Mexica-
Brownsvilli
Matamoros
irch
Los. Angeles
-V
KTLA
CHANNEL 5
the leadin g station in
America's second
television market
First in
. . . Coverage
. . . Programming
...Public Service
. . .Audience
*m M*m m*
14 JULY 1952
KTLA Studios • 5451 Marathon St., Los Angeles 38 • Hollywood 9-6363
Eastern Offices • 1501 Broadway, New York 36 • BRyant 9-8700
PAUL H. RAYMER COMPANY • NATIONAL REPRESENTATIVE
ALWAYS IN FRONT BY AN
■yj ± .y^ 1 1 j 1 1 j | 3 fcf IJJ -CT^
141
PINPOINT
YOUR
PERSISTENT
SALESMAN
SELLING PROSPEROUS
SOUTHERN NEW ENGLAND
with
UNDUPLICATED COVERAGE
in 220,000 HOMES!
WJAR-TV
Providence
Represented Nationally by
Weed Television
In New England — Bertha Bannan
to pour money into TV. Last year
more than $480 million was spent for
all TV advertising, 7%% of all major
media advertising dollars, and some
quarters expect this year's TV total to
run between $600 and $700 million.
Last years network TV time sales total
was $128 million.
Q. Are there any nighttime avail-
abilities?
A. For the advertiser seeking broad
network coverage, there is very little
top-rated time that he can step into
at night with a new program. There
are more than 40 markets where only
one program can be telecast during
any one time segment. Clearing time
across-the-board is a stupendous task
and if a spot operation is tabooed for
some reason, the advertiser will have
to settle for much less than national
coverage.
Still open is the CBS slot opposite
NBC's Milton Berle on Tuesdays be-
tween 8:00 and 9:00 p.m. NBC has
open at 8:00 to 9:00 p.m. on Wednes-
day, is planning to throw Worthington
Minor, of CBS' Studio One fame,
against Arthur Godfrey and his
Friends. (Although not officially an-
nounced, the Kate Smith Evening Hour
is not expected to return in the fall.
The show failed to hold its own against
Godfrey.)
CBS has plenty of Saturday night
time available and will use Jackie
Gleason for an hour, aiming its com-
petitive fire at either the NBC All Star
Revue between 8:00 and 9:00 p.m.
or Your Show of Shows, 9:00 to 10:30
p.m. (decision on exactly where to slot
Gleason was not yet made at press
time). Both networks say they are
looking for single sponsors for Minor
and Gleason. They will, of course, sell
the shows on a co-sponsored or part h i-
pating basis, if they have to.
Some of the fractional network sus-
tainers which DuMont is offering in-
clude Twenty Questions, Friday, 8:30
to 9:00 p.m.. on seven stations (DTN's
cost-per-1,000 figure on the show is
$6.38) ; This is Music, Thursday,
10:00 to 10:30 p.m.. also on seven
slations: What's the Story?, Thursday,
9:30 to 10:00 p.m. on six stations, and
Down )<>u Co, Friday, 8:00 to 8:30
p.m., <>n eight stations.
At ABC, new program plans are
ideas rather than realities. There is an
unsettled air at the nci because of the
prolonged FCC hearings on its pro-
posed merger with United Paramount
Theaters. If an advertiser wants to
bring in a new program, that's agree-
able to ABC, but the network is not
anxious to build new shows. As for
time availabilities, here are some of
the choicest: 8:00 to 8:30 p.m., Mon-
day through Friday; 9:30 to 10:00
p.m. Tuesdays and Wednesdays, and
9:00 to 9:30 p.m, Thursdays.
Q. What about buying into exist-
ing nighttime shows?
A. For some advertisers the best an-
swer may be: If you can't beat 'em,
join 'em. Participating sponsorship of
an existing and widely telecast, well-
rated show 7 may be an ideal solution
if the advertiser can reach the audi-
ence he wants. As of this writing, here
are some of the unsold show portions:
On NBC, the 10:00 to 10:30 p.m.
portion of Your Shoiv of Shows on
alternate Saturdays; also one minute
of commercial time on the same pro-
gram weekly; the possibility of co-
sponsoring the Worthington Minor
show has been mentioned: also alter-
nate weeks on One Man's Family, 7:30
to 8:00 p.m.. Saturday: alternate
weeks on Kukla, Fran and Ollie, 6:00
to 6:30 p.m., Sunday (replacing Roy
Rogers, who will be moved forward a
half hour) .
Aside from the Jackie Gleason show,
which CBS would like to sell in one
piece, there are two new fall programs
which have alternate weeks open. They
are It's News to Me, starting 3 Octo-
ber, 10:30 to 11:00 p.m. Fridays, and
Balance Your Budget, starting 14 Octo-
ber, same time. Tuesdays.
At ABC. among those plans in the
definite stage is the transfer of Ozzie
and Harriet to TV. The intention is to
put it on film hut no time has been set.
The network reports that General Elec-
tric has bought alternate weeks and
that half the show is still open. Pro-
gram costs will be $30,000 for a half-
hour, it is believed.
Program trends
Q. What's the big program trend
on network TV?
A. The phenomenal audience figures
for / Love Lucy have set off a trend
toward situation comedy programs
142
SPONSOR
which will probably continue until
telecasting is surfeited with them. Al-
though NBC expects its TV evening
schedule to be packed pretty tight by
fall, it has packaged some new shows
of the situation comedy type. At this
time, most of them are on a stand-by
basis ready to be thrown into what-
ever time slots become available.
Among them are Life of Riley,
Duffy's Tavern, and Ethel and Albert,
the latter salvaged from the now-de-
funct Kate Smith Evening Hour. One
of the new packages, Mr. Peepers,
starring Wally Cox, is a Ford summer
offering. NBC hopes it will pan out
well enough to warrant Ford's con-
tinuing it in the fall. CBS recently
sold Our Miss Brooks to General
Foods for the Friday 9:30 to 10:00
p.m. spot, and has Life with Luigi in
process of conversion to TV.
Q. Will the trend to putting live
network shows on film continue in
the fall?
A. The consensus of opinion is that
the trend will continue. The prejudice
against film which existed a couple of
years ago has been pretty well elimi-
nated due to the successful conversion
of many popular programs.
Some network executives look with
no little alarm at the progressively
strong swing to film. As one of them
put it: "There's still something to be
said for spontaneity."
Many advertisers and agencies like
film because fluffs and weak moments
can be shot over again. They are also
keeping in mind the huge potential
market in areas that don't have TV
now and the savings involved in re-
running the films when new TV sta-
tions go on the air. However, there is
a common feeling that filming costs
should be brought down somehow.
Daytime TV
Q. Is daytime viewing increasing?
A. Yes. A recent Nielsen report says
that average U.S. TV viewing has
doubled during morning hours. Spe-
cifically, the survey dicovered that be-
tween 7:00 a.m. and noon on week-
days, listening increased from 13 min-
utes per TV home per day during De-
cember, 1951, to 27 minutes in March
1952. Between noon and 6:00 p.m.,
FREE & PETERS NATIONAL REPRESENTATIVES
•Sales Management, Jan. 1952.
14 JULY 1952
143
the coresponding increase was from
()(> minutes to 84 minutes.
Q. What new program plans are
shaping up for daytime TV?
A. The biggest news is NBC's talk
about making a spirited bid for view-
ers during the 10:00 a.m. to 1:00 p.m.
segment on weekdays. Up to now,
CBS has had pretty much its own way
during that time. The NBC plans have
not jelled but Balph Edwards is being
readied for an audience participation
show. There are also rumors about
NBC's introducing soap operas which
involve a "new technique."' but the net-
work won't be pinned down on this
point. NBC is also extending its late
afternoon coverage by bringing Wel-
come Travelers over from radio and in-
serting it in the 3:30 to 4:00 p.m. slot.
Procter and Gamble will sponsor the
program but has not decided whether
to run it three, four, or five days.
Among the other networks, ABC is
considering grooming its Breakfast
Club for simulcast in the fall, but plans
depend on the approval of the shows
■current sponsors.
CBS has already dipped into radio
for new daytime fare. Starting 30
June, it substituted a popular radio
soap opera, Guiding Light, for The
First Hundred Years, which had been
on weekdays for Procter and Gamble.
This marked the first entry of a radio
soap opera into TV programing. P &
G retains sponsorship.
Other changes in the CBS daytime
fall schedule include the extension of
the Godfrey morning show to one hour
and slicing of the after-noon Garry
Moore show to a half an hour. Start-
ing 6 October. Campbell Soup will
sponsor Double or Nothing on Mon-
days. Wednesdays, and Fridays at
2:00 to 2:30 p.m. in place of half the
Moore show. CBS will also add Art
Linkletter's Houseparty from 3:00 to
3:30 p.m.
Q. What are the daytime partici-
pation availabilities?
A. Aside from the projected plans for
the late morning. NBC offers the Gar-
roway show, Today, which is telecasl
to the eastern half of the I'.S. from
7:00 to 0:01) a.m. 'Today has a compli-
cated sponsorship pattern because of
its huge time bulk, but an advertiser
-'•(•king to reach carls morning view-
yov can see the
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144
SPONSOR
ers can be fairly certain that time will
be available to suit his purpose. Spon-
sors have used Today for short-term
saturation purposes as well as for long-
range sales campaigns.
NBC also has two quarter-hoHrs of
Gabby Hayes (5:15 to 5:30 p.m.) and
the possibility exists that there may be
openings in the Kate Smith and Howdy
Doody late afternoon shows.
At CBS, the sustaining soaper The
Egg and I is open for single quarter-
hour buys across the board on week-
days, and there are also openings in
the Garry Moore Show. The Godfrey
Time show in the morning may have
two quarter hours left by the time you
read this and, if Lever Bros, doesn't
pick up its option on Art Linkletters'
Houseparty, there will be two quarter
hours available there, too. CBS' Quiz
Kids, Sunday between 4:00 and 4:30
p.m., has alternate weeks for sale.
Participations
Q. Is participating sponsorship
popular among big advertisers?
A. Yes. Edward I). Madden, NBC
vice president, disclosed in a recent
speech that I 1 ) 48 of the 50 "leading '
advertisers are using TV and (2) 36
of the 48 on TV are using some form
of participating sponsorship. He also
said that 35 of the second 50 are on
TV, and 19 of these also use some
form of participating sponsorship.
Q. Are there advantages to adver-
tisers in participating sponsorship?
A. The NBC-Hofstra studies hinted
at certain conclusions about participa-
tions that fit in very nicely with the
trend toward such advertising. It was
indicated that while viewer recall ia-
creased as the advertising increased
( in terms of length of time ) , the per-
centage of increase lessened after a
while. To put it in simple terms, if the
advertiser doubled his program length,
viewer recall would increase but not
in the same proportion. The increase,
for example, might be only 50% in-
stead of 100%, although there is an
additional factor here involving an in-
crease in penetration.
The conclusion to be drawn from
this is that an advertiser might do bet-
ter to sponsor two half-hour programs
than one full hour program. Dr.
Thomas Coffin, supervisor of program
research at NBC. points out that par-
ticipations produce more sales effec-
tiveness per dollar spent, according to
figures in NBC's TV/Today study.
Q. Are there any disadvantages
to participating sponsorship?
A. Other things being equal, there is
unquestionably a loss of impact if. for
example, an advertiser switches Irom
sponsoring a full half hour to sharing
the time land not buying any other
TV time) or sponsoring the same pro-
gram on alternate weeks. Sponsor
identification is lost also. In the case
of two different shows alternating dur-
ing the same time slot with two differ-
ent advertisers there is the further
danger that viewers will forget which
program is on during a particular
week. This was pointed out in an Ad-
vertest Research study last year. The
study, however, concluded that, de-
spite this disadvantage an alternate
week TV show can be "a strong audi-
ence builder and an effective adver-
tising vehicle."
Q. Is participating sponsorship
here to stay?
A. The pressure behind the growth
of participating sponsorship — the high
cost of TV — will continue and partici-
pating sponsorship will grow with it.
Additional TV markets are bound to
mean additional (josts — there's no get-
ting away from that.
The final effect of all this will un-
doubtedly be to push TV toward the
"magazine concept" of advertising.
This means that TV program content
will be completely created and con-
trolled by the network. Advertisers
will buy "pages" or segments of time
where they feel they can get the best
audience for their product.
During the day, for example, a net-
work may set up "departments" or
block programing with one block
aimed at the children's market, one at
the women's market, etc. And adver-
tisers will buy into one or more of
these departments, depending on the
audience he wants to reach and how
much he can afford.
Q. Are there other ways to use
TV beside alternate-week pro-
graming and participations that
14 JULY 1952
WAVE-TV
in KENTUCKY!
in AUDIENCE!
Every day of the
week, 10.9% more
homes tune to
WAVE -TV
than to Louisville's
second station!
( According to scientific
survey made by Dr. Ray-
mond A. Kemper, Head of
the Psychological Services
Center, University of
Louisville, in WAVE-TV
area, March, 1952)
WAVE-TV
CHANNEL 5
NBC • ABC • DUM0NT
LOUISVILLE, KENTUCKY
4» Cr3=»FREE & PETERS, Inc.
Exclusive National Representatives
145
networks offer to a moderate-bud-
get sponsor?
A. There are no really cheap formu-
lae available for advertisers who find
network TV beyond their budget.
Some efforts have been made to bring
down program costs. DuMont offers
low-cost mystery shows. ABC is toy-
ing with the idea of breaking up some
valuable nighttime slots into 15-minute
programs. The latter move is con-
sidered on the theory that everybody
would like it: The sponsor would get
a complete program for himself at a
price he can presumably afford and
would hit his customers with commer-
cials every week. The stations would
make more money since two quarter-
hour programs bring in more cash
than one half-hour program.
This approach would not solve time
clearance problems, however, and
would even aggravate them if, for ex-
ample, the network could sell the first
quarter-hour, but not the second. It
would also bring to the fore some new
programing problems, since a quarter-
hour limits the kind of show that can
be telecast. The program would, in
addition, have to be competitive in
appeal with the bigger, more handsome
offerings on at the same time.
Top TV sponsors
KrMB
Channel -8
SAN DIEGO'S
lSI <cuwL otdcf
TV STATION
4t<ut6et4, CALIF'S.
THIRD MARKET
San Diego's
Electric Power
Sales in 1951
were 21%
higher than 1950
Wise Buyers Buy
KFMB-TV, AM
TV - CHANNEL
AM . 550 K. C.
KFMB - 5th and Ash, San Diego I, Calif.
John A. Kennedy, Board Chairman
Howard L. Chernoff, Gen. Mgr.
146
Q. Who are the top 10 advertisers
on network TV?
A. In order, they are Procter & Gam-
ble, General Foods, R. J. Reynolds To-
bacco, Colgate-Palmolive- Peet, Liggett
& Myers, P. Lorillard, Ford Motor,
American Tobacco, Lever Bros., Kel-
"',--■
Merchandis ing
Q. What do networks offer the
advertiser in merchandising aid?
A. The opinion of non-network peo-
ple is that not much in the way of mer-
chandising aid has been offered TV
clients so far. The reason cited is sim-
ply that networks felt they didn't have
to offer such help since what the spon-
sor really wanted was network time.
There have been occasional instances
of tailored merchandising support but
nothing in the way of over-all network
aggressiveness.
NBC is now laying plans for a TV
merchandising operation. It will be
joined to the present radio merchan-
dising setup in the fall and will be
under the over-all supervision of Fred
Dodge. The 12 radio field representa-
tives now under Dodge will take over
TV as well once the TV merchandising
operation gets under way.
In radio the field representatives
work directly with stations but also
cover major retailers, such as the food
and drug chains. Part of their job is
to help stations help themselves — in
the setting up of station merchandising
departments and in advising stations
on non-network merchandising prob-
lems.
Technical progress in
telecasting
Q. What are the new develop-
ments in kinescoping?
A. There haven't been any important
technical developments but networks
are learning to refine the making of
good kinescope prints or TVRs (tele-
vision recordings), as they are often
called.
Improvements are being made all
the way down the line to sharpen the
print. Greater attention is being paid
to lighting and in training studio tech-
nicians in proper lighting requirements
for TVRs. As one network executive
put it: "There's no sense in making a
kine of a mystery drama where a guy
lights a match in a dark room, ft just
won't come over." Camera techniques
have been improved also, and in pro-
cessing and recording, electronic and
chart controls have been developed.
Q. What is a "hot kine"?
A. This is a new development which
saw the light of day this past spring.
For example: the Dinah Shore pro-
gram is telecast from Hollywood at
4:30 p.m. in order to reach the huge
Eastern market at 7:30 p.m. At the
same time a TVR is made on 35 mm
film in Hollywood. It is processed at
high speed and the program is reshown
for West Coast listeners three hours
later. In contrast to the usual situa-
tion, the TVR doesn't leave the studio.
The print is made on 35 mm film
rather than 16 mm because engineers
feel that a better picture can be tele-
cast with 35 mm. Not all stations have
35 mm equipment, however.
Q. Is there any new telecasting
equipment being developed?
A. A compact camera - transmitter,
known as the "walkie-lookie," which is,
in effect, a portable TV station, was
scheduled to make its debut at the Re-
publican convention in Chicago. It
has no connecting cable to limit its
meandering among the hubbub on the
convention floor.
A new mobile unit now being built
will have complete TV facilities plus
motion picture equipment, including
an instantaneous film developer. The
unit will also carry TV film projection
equipment so that film sequences
which might be out of range of the
TV camera can be integrated with the
live presentation.
Q. What about technical devel-
opments in the future?
A. Some of the Buck Rogerish plans
include:
1. A robot camera, electrically con-
trolled by the cameraman in the studio
just as robot planes are now controlled.
2. An air-borne TV camera, which
could cover sporting events, such as
golf matches, from a helicopter.
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RADIO: WKZO, Kalamazoo, and WJEF, Grand
Rapids, a CBS comhination, deliver about 57%
more city listeners than the next-best two-station
choice in these cities. The 1949 BMB Report
shows tremendous rural circulation, too — a 46.7%
increase over 1946 in unduplicated daytime audi-
ence ... a 52.9% increase at night! In the Grand
Rapids area alone, this amounts to an undupli-
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Best of all, WKZO-W JEF cost 20% less than the
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^
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TELEVISION: WKZO-TV, Channel 3, is the Offi-
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Study for April, 1952, using BMB techniques,
proves that WKZO-TV delivers 91.7% more West-
ern Michigan and Northern Indiana television
homes than Station "B"/
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It is in the practical development stage
now.
3. Trans-oceanic broadcasts which
are being studied with the idea of us-
ing regular commercial planes for air-
borne relays without any significant
change in airline scheduling. It has
been conservatively estimated that Eu-
rope is about 11 "hops" away — each
hop being from one plane to another.
4. A mobile unit capable of being
carried in a flying boxcar. It is a pos-
sibility because of the work being done
today in smaller cameras and relay
transmitters.
Dimensions
Q. What are the present dimen-
sions of network TV?
A. As of today, there are 108 U.S. T\
stations on the air. They are distrib-
uted among 63 markets, two-thirds of
them having only one station. This
one-station market factor colors almost
every aspect of telecasting and has been
a prime causal force in many of TV's
how important is
WSAZ-TV to you?
WSAZ-TV, with its HOMETOWN PROGRAMING,
is close to the hearts and the purse strings of
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1
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These loyal WSAZ-TV viewers spent
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Gould your sales be better in this area?
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Affiliated with all four Television Networks
WSAZ-TV
HUNTINGTON, W. VIRGINIA
represented by the KATZ AGENCY
h a n n
148
important trends. (An additional TV
station in Mexico covers part of Texas
so that there are actually 109 U.S.
stations. )
Q How many listeners can a na-
tional advertiser figure on during
the remainder of the year?
A. The figure for 1 October, based
on past deliveries of TV sets by manu-
facturers, will be about 57 million lis-
teners. By the end of the year, it will
be about 60 million. This is derived
by the rule-of-thumb estimate that each
set has an average of three viewers.
These are projected figures that carry-
forward a known sales trend and so
cannot take into account such intangi-
bles as the effect of the political cam-
paign on TV set sales.
New TV set brands and some ex-
tremely heavy ad budgets by present
set manufacturers will also affect the
fall sales picture. And finally, there
is the matter of viewing by those who
don't own sets but who will be planted
in their neighbors' living rooms during
the Presidential campaign.
Post-freeze TV
Q. What is the long-range pic-
ture in network TV?
A. For those who like to polish a
crystal ball, there is the prediction by
Edward D. Madden, vice president in
charge of TV sales and operations at
NBC (details in Television Basics sec-
tion ) . Madden expects 80 new TV
markets to be opened next year and a
total of 315 markets three years from
now. By the fall of 1955, he said,
there will be around 600 TV stations
and about 95 million viewers.
The national advertiser can well im-
agine that once this year is gone the
crescendo of change will be deafening.
He will have to be fast on his feet and
well-equipped with the latest research
data, for day-by-day decisions will be
the rule for a long time.
In a recent speech to the Life In-
surance Association of America, David
Sarnoff, RCA chairman, carried the
prediction of TV sets on the air some
two years further into the future. By
mid-1957, he stated, there will be 1,500
stations and 50.000.000 TV sets in use
in the country. These figures were
topped by C. E.'s Dr. W. R. G. Baker
who forecast an "eventual" 2.000 sta-
tions and 53.000.000 TV sets in use in
the United States.
SPONSOR
Q. What new TV markets are
likely to be opened up first?
A. According to Charles E. Midgely,
Jr., manager of broadcast media at the
Ted Bates agency the following mar-
kets will probably be first: Denver,
Portland, Ore.; the Tampa-St. Peters-
burg, Springfield-Holyoke, Massachu-
setts areas; Youngstown, Wichita.
Flint, Spokane, the Beaumont-Port Ar-
thur area, and Duluth.
Q. What will be the procedure
and scheduling of FCC's applica-
tion hearings?
A. FCC has set up a "priority list"
for the hearings, which began 1 July.
It does not govern the actual order in
which applicants will be finally li-
censed. This list is just a tentative
schedule for the hearings — the order
in which applications will be processed
by FCC — without any commitment as
to length of hearing or outcome.
Q. How will time costs be af-
fected by new TV stations and
added TV markets?
A. A Class A half-hour show (NBC-
TV network I today costs a sponsor
$25,842.60, and reaches just under
40'; of United States homes in the 63
existing TV markets. If times charges
rise in proportion to the number of
homes reached, then a comparative
half-hour will cost $34,922.50 to reach
50% of United States homes; $69,845
to reach all the homes in the United
States — a theoretical 100' , .
In old TV markets, new stations will
fix their rates in proportion to the
number of sets in the area, whereas
new TV markets will set an arbitrary
minimum figure.
\\ hile rates w ill go up as new mar-
kets are added to tin- nation's I \
skein, the rise in costs will be partialis
offset eventual!) by the fact thai mam
one-station markets will become three-
and four-station markets. This means
that viewing will be split up among
networks with none of the three and
four stations having as many list
at any one time as the single station
had in the halcyon days.
The station that formerly had the
market to itself will certainl) not be
able to raise rates as it did in the past
and. indeed, the possibility exists that,
if competition is keen, it may have to
lower them. And the new stations
< nming into an erstwhile one-station
market may never be able to get their
rates up to the level that once existed
when one station monopolized the
best shows and the audience.
Available network package programs (TV)
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ABC TV package availabilities
TITLE
TYPE
APPEAL
Tl
ME
PRICE
TESTED
EXPLANATION
AMERICA SPEAKS
Poll
Adult
IS min.
l/wk
$2,900-3.200
no
Dr Gallup brines nationally famous Gallup Poll to TV
AMERICAS TOWN MEETING
Forum
Adult
30 min.
l/wk
$5,200-5.600
yes
The "Dean" of open forums
MR. ARSENIC
Documentary
Adult
30 min.
1 wk
$2,200-2.500
yes
Burton Turkus — inside stories of the crime world
THE BIG HERO
Comedy- Mystery
Adult
30 min.
1 wk
$10,500-11.500
yes
Ernest Truex in a comedy-mystery series
BY-LINE
Drama Adult
30 min.
1 wk
$10,200-11.000
yes
Melodrama — with a newspaper background — Betty Furness
stars
CROSSFIRE
Dlscussion
Adult
30 min.
l/wk
$4,500-5.000
yes
Washington commentators panel — Elmer Davis— Bert An-
drews
COUNTRY LAWYER
Comedy- Drama
Family
30 min.
l/wk
$16-18.000
yes
Comedy-drama with Thomas Mitchell as star
FOUR SQUARE COURT
Discussion
Adult
30 min.
l/wk
$3-4.000
yes
Ex-convicts, criminologists, parolees panel with a name
moderator
GAME OF THE WEEK
Sports
Family
30 min.
l/wk
$10,000
yes
Highlights of best college football games each Sat. on film
THE HOME SHOW
Homemaker
Family
30 min.
l/wk
$3,400-4.000
yes
Homecrafting show featuring Norman Brokenshlre
HORIZONS
Forum
Adult
30 min.
I'wk
$2-3.000
yes
Columbia University forum with top faculty brains and
students In open discussion
THE HOT SEAT
Discussion
Adult
30 min.
I wk
$2,200-2.600
yes
Stuart Scheftel and name interrogators probe controversial
figures
HOW DID THEY GET THAT WAY?
Discussion
Adult
30 min.
l/wk
$3,700-4.000
yes
Psychiatrists on modern day problems
THE JIMMY FIDDLER SHOW
Interview
Adult
30 min.
l/wk
$3,500-4.500
no
Top Hollywood stars and prevues of outstanding unreleased
movies
JUNIOR CIRCUS
Children
Children
30 min.
1 wk
$6,400-7.000
yes
Real circus acts with trimmings — from Chicago
MICHAEL SHAYNE
Mystery
Adult
30 min.
l/wk
$9,600-10.600
yes
Private eye series with movle-pocketbook series
NEWSSTAND THEATRE
Orama
Family
30 min.
l/wk
$10,500-11.500
yes
Runs the gamut of all types of drama, best magazine storid
ON TRIAL
Discussion
Adult
30 min.
l/wk
$1,500-2.000
yes
Jurists probe current news events — national Issues "on trial '
ONE FALSE STEP
Drama
Adult
30 min.
l/wk
$10-11.000
yes
Exciting case histories — Hollywood origination
PAPA WAS A PREACHER
Comedy
Family
30 min.
l/wk
$13,500-15.500
yes
Period situation comedy of a minister and his family in
1900's
PAUL DIXON
Musical
Family
30 min.
l/wk
$1,500-2.000
yes
Music and comedy with pantomime — musical personalities
PAUL WHITEMAN REVUE
Musical
Family
30 min.
l/wk
$27,500-28.500
yes
Musical extravaganza with name stars and full orchestra
THE PEOPLE'S CHOICE
Musical
Family
30 min.
l/wk
$10,800-11.500
yes
Congressmen sponsor outstanding talent frosi their home
states — Jack Barry co-ordinates
THE PROFESSOR
Drama
Adult
30 min.
1 wk
$10-11.000
yes
Suspense drama with Jos. Schlldkraut — from Hollywood
RENDEZVOUS
Drama
Adult
30 min.
l/wk
$11.-13.000
yes
Foreign Intrigue adventure with Nona Massey as star
SAY IT WITH ACTING
Participation
Family
30 min.
1 wk
$5.300-$5.800
yes
Charades — Clayton Collier keeps score on teams from Broad-
way shows
14 JULY 1952
149
STARS AND STARTERS
Musical
Family
30
min.
l/wk
$10,500-11.000
yes
Name stars sponsor up-and-comers; Jack Barry as m.c.
THE STORY TELLER
Readings
Family
IS
min.
l/wk
$2,700-3,000
yes
Raymond Edward Johnson narrates most famous short stories
SUPER CIRCUS
Juvenile
Children
30
min.
1 wk
$4,000-4,500
yes
The original TV circus from Chicago
TALKING IT OVER WITH TILLIE
Juvenile
Children
30
min.
l/wk
$3,700-4,000
yes
■Alice in Wonderland" type of fantasy — Mary Ann O'Neill
TAM OSHANTER
Sports
Mile
60
min.
(O.T.O.)$4-5,000
no
Greatest golf tournaments of the year
UNITED OR NOT
Discussion
Adult
30
min.
l/wk
$1,500-2.500
yes
Correspondents query U. N. leaders
CBS TV package availabilities
TITLE
TYPE
APPEAL
TIME
PRICE
EXPLANATION
ADVENTURES OF CASS DALEY
Musical Comedy
Family
30
min.
l/wk
$28,500
Unsophisticated country girl whose father has struck oil,
attempts to crash N. Y.
EDDIE BRACKEN STORY
Situation
Comedy
Family
30
min.
l/wk
$29,500
Eddie Bracken and his fruitless pursuit of Connie Monahan
(film)
CRIME PHOTOGRAPHER
Drama
Family
30
min.
1, wk
$12,500
Ccsey. ace photographer, solves crimes
THE EGG AND 1
Daytime Drama
Family
15
min.
5/wk
$14,500
$2,900 for
<U hr.
Story of a city couple who move to the country to raise
chickens
JACKIE GLEASON
Variety
Family
1
hr.
l/wk
$66,175
Lavish variety show with great comic
IN THE PARK
Puppet (live)
Children
30
min.
l/wk
$3,250
Bill Sears meets Calvin the Crow. Sir Geoffrey the Giraffe.
Albert the Chipmunk. Magnolia the Ostrich in the park
SAM LEVENSON
Variety
Family
in
min.
1 wk
$18,850
Bright, fresh comic approach
LIFE WITH LUIGI
Situation
Comedy
Family
30
min.
l/wk
$25,000
Famous story of impact of America on Italian immigrant
MAN OF THE WEEK
Interview
Family
30
nun
l/wk
$4,100
A note-worthy nanc in the news is interviewed by a panel
of news experts
MR. 1. MAGINATION
Drama
Children
30
min.
l/wk
$6,000
A literary classic as seen through the eyes of a child
GARRY MOORE
Variety
Family
30
min.
, wk
$27,500
$2,750 for
<A hr.
Garry Moore with Durward Kirby. Denise Lor, Ken Car-
son, and Howard Smith and his orchestra
MORNING NEWS
News
Family
15
min.
5/wk
$6,500
$1,450 for
'/4 hr.
Charles Collingwood and Dorothy Doan present the news
QUIZ KIDS
Quiz
Family
30
min.
l/wk
$5,900
Brilliant youngsters answer almost any question tossed at
them by Joe Kelly
SONGS FOR SALE
Variety
Family
1
hr. 1
/wk
$24,500
Amateur song-writers with Steve Allen presiding
WHAT IN THE WORLD
Panel Qui;
Family
30
min.
l/wk
$2,850
Anthropologists identify objects from all parts of ttie
Will III
WHISTLING WIZARD
Puppet
Family
30
min,
l/wk
$5,600
Bill and Cora Baird puppets in a fantasy
Du Mont TV package availabilities
TITLE
TYPE
APPEAL
Tl
ME
PRICE
TESTED
EXPLANATION
BATTLE OF THE AGES
Variety
Family
30
min.
l/wk
yes
Talent contest: show business vets vs. newcomers
DOWN YOU GO
Quiz
Family
ill
min.
l/wk
$4,000
yes
Parlor game with prizes
JOHNS HOPKINS SCIENCE REVIEW
Discussion
Family
30
min.
l/wk
$2,500
yes
Scientific demonstrations
LIFE BEGINS AT EIGHTY
Forum
Family
30
min.
l/wk
$2,405
yes
Jokes, jests of another era recalled by octognarlans
PET SHOP
Animal
Family
ill
min.
l/wk
$1,842
yes
Gail Compton and daughter present trained pets
QUICK ON THE DRAW
Quiz
Family
;u
min.
l/wk
$2,300
yes
Cartoon, charades
TAKE THE BREAK
Disk jockey
Family
;u
nun
5/wk
$1,616
yes
Don Russell and guests
THE CINEMA THEATRE
Drama
Family
30
min.
l/wk
$2,000
yes
TV films with feature Hollywood players
THE AUTHOR MEETS THE
CHITICS
Forum
Family
30
min.
l/wk
$2,326
yes
Pro and con panel book review
THEY STAND ACCUSED
Drama
Family
1
hr.
l/wk
$3,000
yes
Realistic courtroom drama
THIS IS MUSIC
Musical
Family
30
min.
l/wk
$4,895
yes
Musical presentation from swing to classical
WHAT'S THE STORY
Quiz
Family
30
min.
l/wk
$2,068
yes
Fast-moving newspaper game
WOMEN'S CLUB
Discussion
Women
15
min.
; wk
Mi, a
yes
Interviews and discussions of interest to women
NBC TV package availabilities
TITLE
TYPE
APPEAL
Tl
ME
PRICE
TESTED
EXPLANATION
ALL S7AH P.EVUE
Comedy
Family
60 min. every
3rd week
yes
Comody shows rotating great comedy stars
FRED ALLEN SHOW
Comedy Quiz
Family
30 min.
l/wk
no
Audience quiz with adlib comedy by Allen
BOB AND RAY
Comedy
Family
30 min.
l/wk
yes
Comedy satire
CAMEO THEATRE
Drama
Family
30 min.
l/wk
$7,500
yes
Dramas produced-directed by Albert McCleery
JUDY CANOVA
Comedy
Family
30 m'n.
l/wk
no
Situation comody (film)
HOAGY CARMICHAEL
Musical
Family
no
Musical
CHAMBER MUSIC SOCIETY
OF LOWER BASIN STREET
Musical
Family
30 min.
1 wk
no
Dixieland music with high-brow narration
THE CLOCK
Drama
Adult
30 m'n.
l/wk
$9,500
yes
Mystery dramas built around element of time
150
SPONSOR
\
Match
thi
is
/\
market
for
Scratch!
Here's a clear-cut case for:
THE RICH DAYTON MARKET and WHIO's TV & AM COVERAGE
Dayton Industry's average weekly
pay check — $83.67. Highest in Ohio
and one of the highest in the country.
Payrolls in Dayton for the year 1951
— $630,951,822.
Retail sales for Dayton and Mont-
gomery County — $475,000,000. For
the past 18 months Dayton has been
named as a "Preferred City."*
c
* SALES MANAGEMENT
** HOOPER for April, 1952
*** PULSE for May, 1952
Number of families in WHIO's big
TV and AM coverage area — 366,457.
WHIO's share** of the total radio
audience — 41.8%. This against Station
A— 13.7%; Station B — 20.0%; Station
C— 16.5%
WHIO-TV's share*** of the top 15
weekly television shows aired in this
area — 11 of the top 15. The top multi-
weekly show in this area is a WHIO-
TV locally produced news program,
showing a strong production staff.
Pick yourself a market with 1,293,595
prosperous prospects — and the one
station that gives you top coverage
of that market with both TV and AM.
WHIO in Dayton is represented na-
tionally by George P. Hollingbery.
(
■
OHIO
WALLY COX SHOW
Comedy
Family
30
min.
l/wk
$12,500
no
Situation comedy
BARRIE CRAIG. INVESTIGATOR
Drama
Family
30
mln.
l/wk
no
Private detective series with Bill Gargan
JOAN DAVIS
Comedy
Family
ill
min.
l/wk
no
Situation comedy (film)
DUFFY'S TAVERN
Comedy
Family
30
min.
l/wk
no
Situation comedy (film)
RALPH EDWARDS
Variety
Family
ill
min.
l/wk
yes
Variety, quiz musical
ETHEL AND ALBERT
Comedy
Family
30
15
min.
mln.
l/wk
or
2/wk
$10,500
$9,000
no
Family life comedy (film)
EUROPEAN VARIETIES
Variety
Family
15
min.
5/wk
no
Series featuring European variety acts (film)
FOREIGN LEGION
Adventure
Family
30
min.
l/wk
no
Adventures of foreign legion (film)
GABBY HAYES
Juvenile
Family
15
mln.
l/wk
yes
Children's show with cowboy films
GARROWAY AT LARGE
Variety
Family
30
min.
l/wk
$20,000
yes
Slick production variety show
THE GOLDBERGS
Comedy
Drama
Family
30
min.
l/wk
$15,000
Family situation comedy
HOWDY DOODY
Variety
Juvenile
several
15 m
n. segs.
yes
Children's variety show with comedy Alms
INTERNATIONAL THEATRE
Drama
Adult
30
min.
l/wk
$20,500
no
Doug Fa'rbanks. Jr. produces, hosts, occasionally stars in
film drama
IT'S A PROBLEM
Panel
Adult
30
min.
l/wk
no
Discussion of vital family problems
JUVENILE JURY
Panel
Family
30
min.
l/wk
$6,500
yes
Children's panel quiz
LIFE OF RILEY
Comedy
Family
30
min.
l/wk
$22 IMili
no
Situation comedy (film)
RUTH LYONS SHOW
Variety
Family
30
min.
l/wk
$900 for '/ 4 hr
yes
Entertainment, audience participation and interviews
MIDWESTERN HAYRIDE
Variety
Family
30
60
min.
min.
l/wk
l/wk
no
Folk music and acts
MICKEY ROONEY
Comedy
Family
30
min.
l/wk
no
Situation comedy (film)
TONY MINER PLAYHOUSE
Drama
Family
60
min.
l/wk
$35,500
no
Full-hour quality plays
NATURE OF THINGS
Science
Family
15
min.
l/wk
yes
Dr. Roy K. Marshall In simple science lectures
ONE MAN'S FAMILY
Drama
Family
30 min.
alternate wks
yes
Family situation drama
SILENT MEN
Drama
A, lull
30
min.
1 wk
$17,500
no
Stories of international intrigue (film)
THOSE ENDEARING
YOUNG CHARMS
Drama
Family
30
min.
l/wk
yes
Family situation series
THREE
Drama
Adull
30
min.
l/wk
no
Dramas involving three psrsons
VICTORY AT SEA
Documentary
Family
30
min.
l/wk
no
Scries of naval warefare (film)
WALTER O'KEEFE
Quiz
Family
30
min.
l/wk
no
Audience quiz
WELCOME TRAVELERS
Audience Parti(
.Family
30
min.
5/wk
no
Audience participation variety
YOUTH WANTS TO KNOW
Forum
Family
30
min.
l/wk
yes
Important persons Interviewed by the youth
Ultra-high frequency
Q. What role will UHF play in
the post-freeze era?
A. UHF is just like the present VHF
television — only it's higher in frequen-
cy. Engineers report UHF behaves in
just about the same manner as VHF
with negligible differences in the dis-
tance signals travel and in signal-
strength characteristics. Set manufac-
turers, too, say they will have no difli-
culty in making converter units for
adding UHF reception to present VHF
sets; or, in producing sets with the
UHF built in. (Converters will cost
$25 and up, it's said.) Accordingly,
the distinction between UHF and VHF
television will eventually cease to exist.
You won't stop to think when you buy
a station "this one is UHF, the other
VHF." You won't, that is, except in
present multi-station markets where
there is now a well developed VHF
audience. In such markets, the UHF
stations will have a tough time gaining
a foothold, perhaps struggling along
a6 the TV equivalent of FM. These
stations will have to put something
special on the air to cause viewers who
can already receive three to four or
more stations to buy converters for
their sets.
Eventually, however, as today's sets
are replaced by new ones with built-
in UHF, the distinctions even in these
present multi-station markets will van-
ish. Ten or more years from now,
you'll probably be tagged an oldtimer
in the business if you're still talking
about TV stations in terms of whether
they are UHF or VHF.
Q. Is the public being prepared
for UHF?
A. Publicity as well as advertising
are laying the groundwork for sale of
UHF stations. RCA, for example,
which will eventually have additional
UHF convertors in present VHF areas
highlighted UHF in a recent consumer
magazine ad which told how it had
spent $3,000,000 to study UHF alone.
The ad explained that RCA has been
operating an experimental UHF sta-
tion near Bridgeport, Conn. It called
UHF the "key to nationwide TV cov-
erage." explaining that it "Provides 70
new channels for about 1,500 new sta-
tions."
Zenith has long been telling the pub-
lic that its sets are easily converted for
I II F with the mere addition of a new
tuner strip. The firm even has card-
board models of its tuner placed in
the new tuning strip can be added.
Other manufacturers as well stress
easy conversion in their consumer ad-
vertising of television sets.
152
SPONSOR
NBC's MEN IN THE NEWS: Kaltenborn
rhoto>,-raph by RAI.rn STKINKR
"The situation is tragic— but not serious."
H. V. Kaltenborn has been estimat-
ing serious situations since the
Spanish-American War, in which he
was a soldier-correspondent.
Since then he has spent twenty
years in the newspaper business
and thirty years as a radio
commentator.
In a career which could fill several
books (and has), Mr. Kaltenborn
has broadcast interviews with
Hitler, Mussolini, Ghandi, and
Chiang Kai-Shek, has been captured
by Chinese bandits and in his
coverage of the Spanish Civil War
was the first to broadcast from the
scene of battle.
Every Monday, Wednesday and Friday,
H. V. Kaltenborn's clipped speech
and famed pronunciation of "Russia"
are heard on Pure Oil News Time,
sponsored by the Pure Oil Company.
And along with the rest of NBC's
distinguished company of newsmen,
Mr. Kaltenborn is currently reporting
on both radio and television the
biggest political news since 1932.
Kaltenborn, the dean of radio news
commentators, is another reason why
most people hear the news first and
hear more of it from NBC.
JNr>U tail in and television,
a service of Radio Corporation of America
14 JULY 1952
153
"SUCCESS STORY"
19th ANNUAL PERFORMANCE
starring
ORIGINAL CAST
* H. V. Holmes, president of S. C.
Holmes & Sons, clothiers, Tulsa, Okla-
homa.
* R. P. (Bud) Akin, senior account execu-
tive, the KTUL Sales Staff.
This oft-repeated scene has become a tradition
between Clothier H. V. Holmes and KTUL Ac-
count Executive R. P. (Bud) Akin. For the 19th
consecutive year, these two men have swapped
signatures on KTUL advertising contracts. The
satisfaction is obviously mutual.
• KTUL has MORE LOCAL PROGRAM SPONSORS than ALL OTHER TULSA
network radio stations COMBINED.
• LOCAL ACCEPTANCE is the "CRASS ROOTS" TEST of a Radio Stations
SELLING POWER!
• Get the KTUL story from your nearest AVERY-KNODEL, Inc., office.
RADIO
CBS Radio Network
JOHN ESAU — Vice President — General Manager
AFFILIATED with KFPW, FORT SMITH, Ark., and KOMA, OKLAHOMA CITY
Easier to get into now
Spot television, having taken off like a hopped-up rocket from
a standing start just four short years ago, is beginning to slow
up now, and the main advertising patterns are beginning to
emerge. But, advertisers considering spot TV, whether veter-
ans or newcomers, have many questions unanswered for
fall, 1952.
"What's going to happen to spot TV rates?" "What avail-
abilities are being offered?" "Should I use a network pro-
gram or a spot TV film campaign?" These are just a few
of the posers asked by clients and ad agencies today, and
which are answered here in sponsor's Fall Facts section on
spot video.
Much progress has been made in the past year in arriving
at more "standardized" methods of procedure in spot TV,
involving everything from commercial station identifications
to the ordering of television film programs and commercials.
These, too, are covered in this section, as witness the index
at right.
The trends in local-level TV programing, the develop-
ment of participation programs, late-night film shows, the
situation concerning TV station merchandising, and the gen-
eral business outlook for fall — these are all to be found in
this section.
With national TV network prices forcing many TV adver-
tisers to shift dollars to TV spot campaigns, with TV station
availabilities still tight, and with new trends forming in TV
rates, advertisers need these dollars-and-cents facts.
14 JULY 1952
Spot TV availabilities 156
Spot TV rates 156
Business outlook 157
Spot TV results 160
Spot TV fundamentals 162
Programing' 162
Film programing' 164
Standardisation 164
Merchandising' 166
lop agencies and clients 1 66
155
Meetings between agencies and reps are smoothing out some of spot TV S problems like
Susan Mumford (white hat), Anne Wright, "Red" Neubert, Bill Schneider Dc
McClure, Irwin Segelstein, Jack Brooke, Herb Leder, Russ Raycroft Dave Gud.
NARTSR clinic above, in which reps and agencies discussed topics such as the
lack of standardization of commercial station "I.D." requirements, have pro-
duced new rules, easing of TV problems. Seen above clockwise starting with
, irwin Je gelstein, Jack BrooKe, ner D Leaer, ixu« .vaV
brod, John Freese, Lloyd Griffin, James Neal, Fred Raphael, Ted Grunewal
Availabilities
Q. How tight will good spot TV
availabilities be this fall?
A. For the first year in several sea-
sons of booming spot TV sales, good
spot availabilities are showing up. The
head of one agency's TV timebuying
functions told sponsor: "The whole
situation is beginning to loosen. Sta-
tion reps who had nothing to offer us
last vear are beginning to make real
sales pitches. Many TV stations have
opened up marginal hours and day-
time TV faster than advertisers were
buying, making more time available.
Other stations report that several TV
spot advertisers are beginning to hold
back in TV spending, either to cover
other media increases or to go back
to spot radio."
Generally speaking, the choicest time
slots and participations, and the best-
rated local shows in spot TV are still
156
hard to buy. especially in the major
TV markets. However, there's a grow-
ing number of availabilities that are
not as well-rated, but aren't as expen-
sive. The advertiser who intends to
buy a large spot TV campaign this
fall will find that there are more selec-
tions than there were last year.
The differential between what a sta-
tion makes from a network program
and to what it gets from a spot pro-
gram — from 25c to 45c more on the
dollar via spot — goes a long way to-
ward making stations more prone to
clear good time for spot TV adver-
tisers. This differential also helps if
a sponsor is seeking the added values
of publicity, promotional pushes, and
point-of-sale merchandising.
More of a programing trend, but
worth mentioning here, is the fact that
TV stations will be offering more syn-
dicated film shows and feature film
packages than ever before. Industry
estimates are for a whopping $20,000.-
000 to be spent to produce video films
this season, with a large percentage of
these films winding up as part of local-
level packages. Also, stations plan to
offer more network TV co-op shows
through their reps for national spot
sponsorship.
Rate outlook
Q. Will spot TV rates continue
upward this fall?
A. Just as spot TV's total billings
have jumped from practically nothing
to the $65,000,000 brackets in the
past four years, spot TV rates have also
climbed as more TV sets have entered
TV markets.
However, the trend is now towards a
slow-down in rate increases, according
to a survey of TV station reps by spon-
sor. Set sales in all markets are con-
tinuing, but when viewed by individ-
SPONSOR
nnouncing
for the
first time:
of video and audio
requirements for
10-SECOND
SHARED IDENTIFICATIONS
on all 8 Television Stations
represented by
NBC
SPOT
SALES
S i!C
WNBT
WNBQ
KNBH
WPTZ
WBZ-TV
WNBK
WNBW
WRGB
New York
Chicago
Los Angeles
Philadelphia
Boston
Cleveland
Washington
Schenectady-
Albany-Troy
standardization of f.D.'s
firm to fall
i;irst station rep firm to fall in line with recommendations of groups, such
which included rep firms ranging from NBC Spot Sales to Free & Peters
hompson to William Esty) was NBC Spot Sales wh'ch has adopted uniform "I.D.' commercia
one shown
agencies from J.
at left
Walter
standards
ual markets or on the national scale,
the sales graphs are beginning to level
off into plateaus in which gaps are
being filled. And, a large percentage of
the business is replacements or secon-
dary TV sets.
The effect of this on rates — which
have been held to a reasonable balance
between TV homes and TV station
rates, as witness the Katz Agency chart
on page 180 — has been to stabilize
them, after a series of dizzy upward
spirals. Before last fall, stations and
reps usually told sponsors they could
expect rate increases anywhere from
10% to 25% in most markets, with a
six-month rate protection at best.
This fall, the outlook is for 52-week
rate guarantees in most cases, with
only a few here-and-there spot TV rate
increases anticipated, few of them in
the larger video markets.
Rate changes, when they do occur,
are expected to run in reverse to spot
radio changes; daytime rates will be
14 JULY 1952
constant, with more selling of big-dis-
count packages of slots. Nighttime
rates, particularly in interconnected
cities in the East and Midwest, may go
up in a few cases, where they involve
adjacencies in prime evening hours
next to high-rated network shows.
Few I \ stations an expected t<> \><
so hard-pul Foi business that they have
to make under-the-counter deals, as is
taking place lure and there in •
radio. However, there have been in-
stances oi T\ stations making
on the harder-to-sell late-evening peri-
ods or in the over-five station markets.
■Business outlook
Q. How does spot TV business
shape up for fall?
A. In the opinion of most station reps
and agen< ies contacted b\ SPONSOR,
spot TV business this fall will be good
— but not much better than last fall.
After zooming from a total of some
76 national-regional TV spot advertis-
ers back in June 1948 to a total of
around 1,300 today (according to
N. C. Rorabaugh), the zoom is level-
ing off into a gentle climb.
"We're beginning to see the end of
TV's boom growth, as regards the
number of spot advertisers," a station
rep firm which represents over half a
dozen TV outlets told sponsor. "Our
salesmen have to be on their toes, and
our stations have to offer everything
from sound point-of-sale merchandis-
ing to 52-week rate guarantees to gel
new spot TV business."
This, however, was the over-all con-
census: Almost all of last fall's leading
TV spot advertisers will be using the
medium this fall, particularly those
who hold valuable time franchises. A
few new faces will be around, primar-
ily those advertisers who are launch-
ing new products or intensifving their
sales drives, such as the king-sized
Chesterfield and the chlorophyll drug
and cosmetic products.
{Please In in In page l()2l
Local live shows score high ral
ings
Program
Station
Day A Time Rating Shar*
SIDEWALK INTERVIEWS
WNMC-TV
1 Station
!
Mon.t4Sp.rn. 28. 93.3 1
THE STORM
WKRC-TV
3 Stations
!
To... 10:30 p. m. 15.8 31.9 3
NEWS REPORTER
WXtl
3 Stations
Mon.-M. 11 p.m. 14.4 40.0 2
SOONER SHINDIG
WKT-TV
1 Station
.ho,... p.m. 62.0 100.03
LOU'S LAIR
KMTV
2 Station.
Mon.-Frl. 5 p.m. 7.2 40. 0<
WRESTLING
KPIX
3 Station.
Tiin.9p.ni. 19.4 37.3 !
157
Our Mr. S
has just been
where you're
going
You can make an expedition out of finding the
right TV spots. But the easiesl wa\ —and the best-
is to talk with our Mr. S.
For he travels farther than anyone to keep up
with seven of your top markets. And does it more
frequently, too.
/// the last six months, for instance, every one
of our account men has made at least one complete
tour of all seven markets.
Our Mr. S. has brought back the most first-hand
facts on these markets you'll find in captivity.
He has an on-the-spot perspective which no one else
can give you.
And when he recommends a TV spot, you can he
sure that your product will be in the right place at
the right time.
You'll climb the highest sales curve with Mr. S.
as your guide. When you plan your next campaign,
he'd be pleased to help you.
CBS TELEVISION SPOT SALES
Representing WCBS-TV, New York ; WCAU-TV, Philadelphia :
WTOP-TV, Washington; WBTV, Charlotte; WAFM-TV, Birmingham
KSL-TV, Salt Lake City; and KNXT, I.os Angeles
REDUCING MACHINES
CORSAGES
SPONSOR: Modern House AGENCY: Richard Meltzer
CAPSULE CASE HISTORY: Modern House spent $400
while participating in Les Malloy's Preview Party. The
shou failures a full-length feature movie shown in a
"home-projector" settling by Les and his wife. In one
month of promoting Relaxacizor. a figure control ma-
chine. Modern Home sold 70 units. This represents, at
better than $150 a unit, over $11,850 in sales against the
$400 TV cost.
KGO-TV, San Francisco PROGRAM: Les Malloy's
Preview Party
SPONSOR: Lubin & Smalley AGENCY: Rothman & Gibbons
CAPSULE CASE HISTORY: Lubin & Smalley are one
of the largest florists in Pittsburgh. In advance of Moth-
er s Day they ran two live announcements to promote the
sending of corsages. After the two announcements, they
report the phone rang continuously and business was up
200% over the best of previous years. Lubin & Smalley
realized returns of many hundreds of dollars on an ex-
penditure of about $200.
WDTV, Pittsburgh PROGRAM: Announcements
CANDY SAMPLES
TV
results
SPONSOR: Hupper's Candy Store AGENCY: Direct
CAPSULE CASE HISTORY: H upper wanted to interest
new customers in their candies. To do so, they bought
a weekly participation in Teleshopper, a window shop-
ping, chatty type of show on 1 :45 p.m. Wednesdays. After
three weeks Hupper offered a sample box of candy. With-
in two days 200 cards came in. Participation: $15 a week.
WGAL-TV. Lancaster PROGRAM: Teleshopper
4
BREAD
FROST ELIMINATOR
SPONSOR: Yost Baking Co. AGENCY: Direct
1 \PSULE CASE HISTORY: This Johnstown firm ran a
series of one-minute announcements at 6:59 p.m. To test
TV effectiveness fully, all other media were dropped. The
campaign was designed to specifically promote Holly-
wood bread, a reducing aid distributed by the company.
After 10 weeks at $225. bread sales were up 48% or an
increase in gross returns of several thousand dollars.
WJAC-TV, Johnstown PROGRAM: Announcements
SPONSOR: Formular X-l \GKNCY: Anastasion
CAPSULE CASE HISTORY: The product is a fog and
frost-eliminating compound for windshields. To remind
viewers of its values, Formular X-l chose an appropriate
time for its demonstration — directly preceding a weather
forecast show, Something's In The Wind. At a cost of
$82.50. one 6:55 p.m. announcement rang up 353 cash
orders for one or more packages at $1 per package.
KSL-TV, Salt Lake City PROGRAM: Announcement
HAIR CURLERS
DINNERWARE
■
SPONSOR: Carlton Curlers AGENCY: Umland & Co.
CAPSULE CASE HISTORY: Carlton demonstrated and
displayed his $1 curlers on three Sunday Del Courtney
participations. After the first $100 commercial this was
the reaction: the following Monday 260 letters and or-
ders came in; Tuesday, 80 more; Wednesday, 140 more.
Besides, Carlton realized $90 worth of hair dressing busi-
ness. Total gross: $570 from the first participation with
the succeeding two equally successful.
KPIX, San Francisco PROGRAM: Del Courtney Show
i
SPONSOR: Thrift House AGENCY: Product Services
CAPSULE CASE HISTORY : This past May Thrift House
spent $11,900 for participations in the Eleventh Hour
Theatre and various other WNBT daytime shows. The
products advertised were a gold and silver dinnenvare
ensemble, and Thrift House waterless cookware for
$49.90. Resulting sales for the month totaled approxi-
mately $140,000 and client has signed a 52-week contract
for 1952-53 for a minimum $150,000 expenditure.
WNBT, New York PROGRAM: Eleventh Hour Theatre
ears
of G
rowing
r
Z^J Z±J
AM • FM
TV
WILMINGTON, DELAWARE
19?2 marks for WDEL, three decades of broadcast opcra=
tion — thirty years o\ growing with the many vigorous,,
expanding communities in its listening and viewing area.
Established in 1922, WDEL was Delaware's first station.
In 1947, it broadened its services to bring frequency modu-
lation to its listeners. And three years ago, in 1949, it
pioneered the State's first television station. Today, WDEL
is Delaware's only three-way broadcast operation.
On the occasion of its thirtieth birthday, WDEL restates its
past and future plans and philosophy of operation. These
are to improve constantly its programming and tech-
nical facilities and to serve always the best interests
of the people in its area — listeners, viewers and
advertisers.
Represented by
ROBERT MEEKER ASSOCIATES
NEW YORK CHICAGO LOS ANGELES SAN FRANCISCO
14 JULY 1952
161
Thus, the leading categories of spot
TV advertisers — foods, beer and wine,
tobacco products, drugs and toiletries,
household appliances, jewelry, and pe-
troleum products — will be using the
medium this fall, in virtually the same
volume as a year ago. In a few cases —
such as the slowly-increasing TV cam-
paigns of Bulova Watch Company, the
volume may be higher.
Spot fundamentals
Q. What precisely is spot tele-
vision?
A. Since 65% of the country's TV
markets are still one-station markets,
there's less of a clear-cut distinction be-
tween network TV and spot TV than
there is between the radio counter-
parts. When network time is exceed-
ingly hard to clear in TV, and a station
list for an advertiser may be 75%
"kine" markets, about the only conti-
nuity that's left is in the program.
Hours and time slots can vary as wide-
ly in network TV as they do in the
general province of spot broadcasting.
However, this definition given last
year by sponsor still fills the bill:
"Spot TV can be considered as mar-
ket-by-market buying of TV time or
programs, announcements, participa-
tions and station breaks that do not
involve network facilities or go through
network sales channels, and which op-
erate at the local market level."
As yet, TV has not grown to the
point where distinct regional TV webs
are developing. This may come some-
time in the future, when all of the pos-
sible TV markets are being covered by
video outlets, and "total U.S." costs are
prohibitive. Today it's either a na-
tional network campaign or a spot TV
campaign that's being aired, with no
great range of activity in between.
Q. What special attractions does
spot TV have to advertisers?
A. Spot TV is the most flexible form
of national TV advertising. Advertis-
ers can move into spot TV with small,
medium, or large budgets, and still be
able to have worthwhile campaigns.
Newcomers to TV advertising find it
particularly useful as an "experimen-
tal" medium, to try out commercial
techniques and to determine if the
sight-and-sound values of TV are worth
the difference in advertising impact and
price over spot radio or a particular
product.
As one agency man put it to spon-
sor: "In our TV recommendations to
clients, this flexibility of spot TV is
often brought out. This is a very im-
portant point, since 41 of the nation's
TV markets are still one-station mar-
kets, and network TV time is still
tough to clear. This flexibility is even
more important a factor in choosing
TV spot than in selecting radio spot,
since radio networks today will do
handsprings to make themselves flexible
and to fit into all kinds of campaigns."
In addition, spot has certain other
advantages which look attractive to
main purchasers. Sponsors who have
bought film packages, or who have put
their shows on film with an eye to us-
ing the films eventually in new TV
areas as they open, find spot TV a
method of amortizing film costs over a
long period of time. Also, by produc-
ing I or supervising ) programs on film,
agencies and advertisers can retain
greater control of the content.
From the viewpoint of TV stations,
many of whom (like Pittsburgh's
WDTV. for instance) are in the driv-
er's seat because they are the one TV
station in a large city, spot TV is
looked upon more lovingly than net-
work TV. Stations realize, of course,
that network TV's stars and shows are
what builds viewing and boosts the
value of adjacencies. But. their "take
on a spot deal may be 550 to 700 out
of the advertising dollar; in network
TV the same deal might bring them
only 300. Therefore, stations promote,
merchandise, and cooperate with spot
advertisers to an extent not always
seen in their handling of network ac-
counts.
Q. Who can be reached by adver-
tisers using spot TV?
A. Spot video's potential "circula-
tion" is the same as that of all televi-
sion, and the figures on TV areas, set
counts and viewing shown in sponsor's
TV Basics section apply.
Apart from the use of a standardized
program approach, such as spot TV
films, the buying of spot TV calls for
judicious timebuying at the agency lev-
el. Good spots are still hard to come
by, and it takes skill to work oul a
'.•(kmI schedule thai will reach the great-
est amount of TV viewers in which the
advertiser is interested.
Broadly speaking, the advertiser's
target in spot TV is the four out of 10
U. S. homes that are TV-equipped.
Programing
Q. Are there any new trends or
unusual advertising buys in spot
TV programing?
A. Here are two of the major trends
in local-level TV spot programing,, as
reported to SPONSOR by station reps
and local program officials:
1. Daytime participation shows —
Network facilities in TV di'dn't grow
as fast as they did in radio and many
TV stations found they had to impro-
vise locally when TV was just starting.
Today, many of those off-the-cuff shows
have grown into well-rated local par-
ticipation shows, with loyal daytime
followkigs and a long list of participat-
ing national advertisers.
Such shows as Tommy Reynolds
Show on KEYL-TV, San Antonio;
Pony Express, WFIL-TV, Philadel-
phia: Smokey Rogers General Store,
KFMB-TV, San Diego: Jeans Kitchen
Fair, WBNS-TV, Columbus. Ohio;
Chef Cardini Show, on KGO-TV, San
Francisco; Al Jarvis on KECA-TV,
Los Angeles; the wake-up telecasts of
Warren Michael Kelly in the early
mornings on WX\Z-TV. Detroit;
Clyde McLean s Weather Man on
WBTV. Charlotte; the morning pot-
pourri of gags, Brent Gunts Show, on
WBAL-TV, Baltimore; Stop! Look V
Cook! on WNBF-TV. Binghampton,
N. Y.; Money Talks, on WMBR-TV,
Jacksonville. Fla.; and the Nancy
Craig Show on WJZ-TV are typical of
the local daytime and afternoon par-
ticipation shows which have already
brought good results at low costs to
spot buyers.
Timebuyers point out that the sta-
tions which produce these participa-
tion shows net more money from them,
generally, than they do from network
shows. Hence they are more likely to
cooperate with participating advertis-
ers with merchandising tie-ins and pro-
motional backing.
2. Late-night film shows — As spon-
sor reported in its 21 April 1952 issue
("Does late-night TV pay off?"), some
85' , of U.S. television stations now
have programs "up to midnight and
beyond." Even thing from frozen
162
SPONSOR
MUSIC and SPORTS
TEAM UP
in the NEW
Scufet Setce<i. , .
. . . thrilling eye-witness accounts of dramatic action us the)
happened on (In* baseball diamond — in the prize ring — on tin*
gridiron — and elsewhere — to tin* great, the near-great, and the
unknow n> who played the game and played to win — often when
there was more at stake than just the game itself.
A complete script package featuring your
own talent with records . . . available three
times weekly as a 15-minute presentation.
YOU'RE SAFE IN USING BMI CONTINUITY
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Sparkling and appealing 15-minute scripts
available on a three times weekly schedule
. . . Brings to your audience a series of dis-
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book critics. Slanted to the teen-ager but
captures the adult as well.
ACCORDING TO THE RECORD
Timely facts about the unusual, with musical
cues that fit neatly into a dynamic 5-minute
show. Available seven times per week for
52 weeks. Now in its 8th successful year.
YOUR CONCERT HALL
The finest in concert music presented as a
series of full-hour programs, three times
weekly. Authoritative scripts which make
concert music popular music. Supplemented
by "TODAY IN MUSIC"- dates and facts
about the important music events of the
month.
SPECIAL EVENT SCRIPTS
Complete half-hour programs based on
periodic national events . . . timely and ef-
fective supplements to the "According to the
Record" series.
BMI CONTINUITIES are a regular service to BMI-
licensees at no cost. They are designed as practical
programs and may be used as commercial or sustain-
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TO INSURE your receiving "STORIES FROM THE
SPORTS RECORD" and other BMI scripts regularly,
simply send your request to BMI's Continuity Department.
Broadcast Music, Inc.
580 FIFTH AVENUE, NEW YORK 36, N. Y.
NEW YORK • CHICAGO • HOLLYWOOD • TORONTO • MONTREAL
14 JULY 1952
163
orange juke to folding beds has been
sold successfully, usually through lo-
cal feature-film packages. Only the
kids are missing from audiences.
Here are just a few of the late-night
film shows open to advertisers on a
participating basis:
The Late Show and Late Late Show
of WCBS-TV, New York; Nite Owl
Theatre, on VAX EL. Cleveland; Sound
Stage Four on WTCN-TV, Minneap-
olis; Movie> ill Midnight on WTMJ-
TV, Milwaukee I a station which also
telecasts late-night kinescopes of net-
work shows to reach defense workers) ;
Late Evening Movies on WDSU-TV,
New Orleans; Jackson s Theatre on
KTTV, Los Angeles ; Clover Club Date
(in conjunction with a local night club,
a la Barry Gray) on WTVJ, Miami;
and Movies 'Til Midnight, on Balti-
more's WAAM.
Sponsors who think that, outside of
New York, the country retires around
10 o'clock are in for a great surprise.
Nielsen TV sets-in-use figures for Jan-
uary 1952 in the U. S. showed an aver-
age of 14.3 for the period of 11 to
midnight, compared with 10.5 for the
same month in 1951. Expectations for
fall are even better, since most stations
in one-station and two-station markets
have been scheduling programs I in-
cluding network kinescopes) later and
later at night. Costs are low, and
costs-per- 1,000 homes reached are com-
parable to those of the best daytime TV
shows.
Film programing
Q. What's the trend for fall in
spot film programing?
A. Multi-market spot TV campaigns,
using film programs, are on the in-
crease. In fact, this is as significant a
TV trend, in the eyes of both adver-
tisers and agencies, as merchandising
is in spot radio.
By industry estimates, at least two
or three years will pass before there
are enough TV stations to (a) give
networks full-time affiliates in all of the
key video markels, and (b) until the
problems of clearing live TV network
time begins to ease, and the number
of kine stations in station lists begins
lo drop.
Meanwhile, reps and stations are
promoting the values of spot TV film
programing to national advertisers as
spot has never been promoted before.
So successful has this campaign been
that agencies handling network shows
have often had to put emissaries on the
road to help cement their relationships
with TV stations who view network
shows as "30-cents-on-the-dollar deals."
(That is. the station's share of the rate
paid to the network by the advertiser
comes to 30%.)
Needless to say, the sales target for
the reps and stations promoting this
method of TV advertising is not simply
a list of current network clients. Many
clients sponsor package shows (ex-
amples : CBS TV's Suspense, NBC TV's
Kate Smith, DuMont's Captain Video)
which are firmly tied to the network
by virtue of being a "house package"
or through iron-clad contracts with
producers. These programs, which con-
stitute over 40% of TV's major vehi-
cles, are never likely to "go spot."
But. among the clients who sponsor
and the agencies who handle the re-
maining shows, sponsor learned that
there is growing activity and interest
in the idea of filming these programs,
then placing them on a spot basis.
Q. What are some of the leading
reasons why sponsors are using
multi-market film program cam-
paigns in spot TV?
A. There are several good arguments
for the use of film programing, placed
on a market-by-market basis, as op-
posed to a straight network program
deal. The Katz Agency, Inc. (station
reps) lists a few of the more important
ones as being:
1. Ratings: "Based on Pulse aver-
ages (for N. Y. and L. A., before the
cable went through I the kine rating is
just a little more than a third of the
live rating. An audience loss of two-
thirds is the price the network adver-
tiser pays when, to get any decent kind
of coverage, he has to resort to de-
layed kinescope recordings."
2. Market choice: States Katz Agen-
cy: "On spot TV you select as many or
as few markets as your budget or sales
strategy dictates." This is usually a
matter of small concern to the adver-
tiser with a huge budget who wants the
utmost in a station list. But, for the
medium-budget or small-budget adver-
tiser who's faced with bin inii minimum
networks that can \ar\ from about 20
stations to about 40 outlets, spot's
flexibililx looks inrreasin<d\ attractive.
Adds Katz: "If you are on the net-
work, and the network's affiliate in a
multiple-station market can't deliver
satisfactory time, then you're out of the
market — no matter how important it
is to you. As a spot program adver-
tiser you can, in these markets, cross
network lines for the stations which
offer the best buy."
3. General costs: Putting a show on
film, which gives the advertiser better
quality, fewer fluffs and greater scope,
is not inexpensive. Costs run all over
the lot, with producers hesitating to
give off-the-cuff differentials, sponsor
estimates that to do the "average" live
TV show on film and then distribute it
will cost anywhere from 15% to 40%
more, depending on show type. How-
ever, a good bit of this is balanced out
by the fact that buying the same sta-
tion time, through spot channels rather
than network sales offices, can cost less.
Katz has figured out that an evening
half-hour on 39 NBC TV affiliates and
stations will cost some 19% less when
bought on a spot basis than when it's
bought through NBC TV, for instance.
4. Amortizing: There's a healthv
outlook for advertisers in rerunning
their film programs in new TV mar-
kets, or in reselling them for "second
runs" in markets already used. This,
however, is not a gravy train; there
are many problems to be solved, many
deals to be made, and a lot of paper-
work involved before a sponsor's film
show begins to pay dividends.
Standardization
Q. What's being done to "stan-
dardize" and simplify the prob-
lems of spot TV?
A. In the early days of spot TV,
building schedules and planning cam-
paigns was often as difficult as ship-
ping a freight car from one end of the
country to the other in the days before
track widths were standardized. Today,
although many problems of "stand-
ardization" of TV coverage figures,
equipment, techniques. s< ript foi mats
remain to be solved, there is progress.
Here are just a few of the more im-
portant industry developments which
have eased headaches of buyers and
sellers in spot television :
1. Film problems — With the advent
of TV, many agencies found that they
were suddenlv in the film business, not
164
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The reason KDYL and KDYL-TV pay
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KDYL and KDYL-TV Salt Lake City are leaders
in the heart of a BILLION DOLLAR MARKET!
Income payments to Utah individuals in 1951
totaled over $1 billion— the greatest year in Utah's
historyl
Production of IRON and STEEL was greater in 1951
than in any previous year.
EMPLOYMENT was at an all-time high.
• Utah's PETROLEUM REFINING industry experienced
its greatest year in 1951.
• More ELECTRIC POWER was utilized in Utah in
1951 than in any prior year.
• CASH FARM INCOME was greater than in any
previous year.
KDYL and KDYL-TV can help you "cash in" on this tremendous Utah
prosperity. These radio and television pioneers— both NBC affiliates-
offer you what it takes in programming, audience, merchandising and
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first In
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National Representative:
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KDYL-TV
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first In the
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National Representative:
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14 JULY 1952
165
as interested spectators but with the
heavy responsibility of executive pro-
ducers. They just didn't speak the
language of the film business; film pro-
ducers, too. weren't used to the terms
and problems of advertising agencies.
Much pioneer work has been done
bv the American Television Society in
smoothing out the rough spots in gen-
eral relationships between ad agencies
and film producers. (See "Blueprint
for agency-film maker teamwork.
sponsor. 5 May 1952, page 36.) Now.
even agencies with limited experience
in film work can submit to a producer
all the information he'll need as the
basis of an accurate bid or cost esti-
mate, meanwhile having a clear-cut
idea of where responsibilities start and
stop.
It's been said of the ATS work in
this field that "a mutual understanding
of their individual problems should
lead to more efficient operation, low-
ered costs, and a film commercial of
superior effectiveness."
2. Standardized TV "l.D.'s" — An-
other problem in which the ATS has
had a hand, along with NARTSR. has
been the question of standardized
audio and video requirements for com-
mercial "station identification" an-
nouncements. These eight-second and
10-second announcements have proved
to be valuable commercial vehicles,
particularly as "'reminder" advertising,
for products ranging from Parliament
Cigarettes to Red Devil Paints.
Until recently, however, the sponsor
who wanted to make a single 16-mm
film or slide series to be used in a wide-
spread campaign of "I.D." announce-
ments was out of luck. Some stations
had their miniature identifications on
the upper left-hand side of the screen :
some had them on the right. Open-
ings, closings, techniques, and type of
equipment varied considerably, and
meant extra artwork for agencies.
Now, following the recommendations
of ad agencies and NARTSR, NBC
Spot Sales has set the pace in stand-
ardizing "I.D." commercials on the
eight TV stations it represents. Other
reps, such as Katz. Blair-TV. and CBS
Spot TV Sales have indicated to spon-
sor that they will soon follow NBC's
example in adopting uniform stand-
ards.
Most likely possibility for fall: Be-
fore the end of 1952, most of the coun-
try's TV stations will have standard-
ized their commercial I.D. slides so
that 75% of the screen is available for
the commercial I trademark, slogan,
picture I with the upper right-hand
quarter left for the station's identifica-
tion. A standard format for the audio,
parallelling that of NBC Spot Sales, is
also expected.
3. Standardized coverage data —
Few sponsors, in TV's short-pants days,
questioned the engineers' definition of
TV coverage, which was "line of sight.
or about 50 miles." Timebuyers drew
neat circles around TV towers, and
said "That's it. boys." Due to various
atmospheric conditions, geographical
variations. and economic circum-
stances. TV coverage has proved to be
quite different from the simple 50-mile
circles. Outlying towns have put up
giant "community antennas," which
have added hundreds of families to
what was felt to be the limits of cover-
age. Even isolated farmers have put
up towers that look like aircraft bea-
cons as far out as 100 miles from
video stations. At the same time, there
are sections of cities and nearby towns
where video reception is physically im-
possible, and these will have to be
dropped from "coverage."
Due to clarify the situation this fall
will be the nationwide coverage and
circulation reports from Standard
Audience Measurement and Nielsen
Coverage Service. They will furnish
basic data to timebuyers on everything
from TV station coverage and weekK
audiences to information on multiple-
set TV homes.
4. Clinics, meetings. — Although the
frontiers of TV knowledge are con-
stantly being pushed ahead, both buy-
ers and sellers of TV spot are aware
that the more information is ex-
changed, the better the medium will be.
More "seminar"-type meetings this
fall between specialized TV firms are
expected, like the film seminars in 1951
given by Transfilm. The American
Television Society meetings, the NAR-
TSR sessions between agencies and
reps, and stepped-up NARTB sessions
will help to spread TV knowledge
throughout the industry, and will help
to set more firm standards of practice
and good taste. The American Associa-
tion of Advertising Agencies, and its
joint (with ANA) offshoot, the Adver-
tising Research Foundation, is also ex-
pected to play a large role in establish-
ing good station-agency relationships,
and in acting as a referee in handling
problems dealing with TV research.
Merchandising
Q. Are TV stations beginning to
develop merchandising campaigns?
A. Merchandising in TV spot is far
from being as widespread, well-devel-
oped or aggressive as it is in spot
radio. A few key stations in mature
TV areas, such as NBC's and CBS'
network TV flagships in New 7 York, as
well as a handful of others like WLW-
T and the Los Angeles TV outlets, are
beginning to follow-through on TV
campaigns at point of sale.
You're more likely to find merchan-
dising, at this stage of the relative de-
velopment of TV and radio, being done
at radio outlets, since this has proved
a profitable business-getter in their
running fight with TV. Most TV sta-
tions manage to find business enough
without having to add merchandising
as an inducement. Also. TV stations
do not have the kind of coverage areas
that big radio stations have in which
the added weight of merchandising
can go a lot further in boosting total
retail sales.
Top agencies and clients
Q. Who are the leading agencies
placing TV spot business for fall?
A. According to a cross-section of
station reps, here are the agencies ex-
pected to be most active in placing TV
spot business. An alphabetical order,
they are:
N. W. Aver: D'Arcy: BBDO: Biow;
Leo Burnett: Compton: Dancer-Fitz-
gerald-Sample; Kenyon & Eckhardt;
Maxon; McCann-Erickson: Potts. Cal-
kins & Holden; R&R: Tatham-Laird;
J. Walter Thompson: Weintraub;
Young & Rubicam.
Q. What clients are leaders in the
use of TV spot?
A. Several stations reps listed these
clients, in alphabetical order, as being
heavy in their present or anticipated
use of spot TV:
Ballantine, Blatz, Bulova, Buster
Brown Shoes, Coca-Cola. Chrysler,
Ford and Ford Dealers. General Foods,
General Mills. Gruen Watches. Lever
Bros.. Interstate Baking. Kellogg,
Philip Morris. Procter & Gamble,
Schaefer Beer, Sterling Drug. Virginia
Dare. Ward Baking, and Wriglev.
166
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14 JULY 1952
167
memo from
.. u II General Manager
Ne «VorkW,N.V.
^nlcofBLOOD, SEX
Are you sic* ox
and STEERS? rs
+o stations, a "
This is a ^sage to eievisi0
and agencies *o are ^ ^ ^ audienoe .
dia
■ „ tfce famous Ency^
W e are now reieas.ng t ^ fUms for
Bri tannioa series of
teleViSl0n ' r les Eaohis
• n +Yie series.
. are 26 films in
Th ere are ^^^
timed exactly to
Bell Telephone
-Mice Southwestern rre am
Sponsors Xi» pole Real Ice Crea
Kansas City)"-™* (Mil wauKee) . . -™ ird
Pittsburgh)--^ 0l ^ d oth ers have
Luonax Banx J^ exa^es - cXass
returns :- «*•— appeax - .
adV The cost is
n . etpd below- Tne
reasonable.
that ways for «* elf
< tlte library that -*"^^________-.
Story of Christopher Columbus
Robert Cavelier, Sieur de Las Salle
Benjamin Franklin
George Washington
Thomas Jefferson
Daniel Boone
Lewis and Clark
Alexander Hamilton
John Marshall
John Quincy Adams
Eli Whitney
Andrew Jackson
Daniel Webster
John C. Calhoun
Henry Wadsworth Longfellow
Horace Mann
John C. Fremont
Abraham Lincoln
Andrew Carnegie
Booker T. Washington
Susan B. Anthony
Washington Irving
James Fenimore Cooper
John Greenleaf Whittier
Oliver Wendell Holmes
Louisa May Alcott
Although TV this fall will still be confined to a freeze-era list
of some 63 video markets, television is beginning a period
of great and important growth. What the situation is today,
and what it's likely to be in the near future, are presented
in sponsor's TV Basics section — the first time such TV funda-
mentals have been covered in a separate section.
Television's current size and scope, the viewing habits of
TV owners, how their time is divided among other media,
the seasonal variations in viewing, the geographical distribu-
tion ol TV, its socio-economic factors, the cost factors — all
these affect fall TV plans of advertisers, and all these topics
are detailed here in easy-to-follow charts and table-.
As in sponsor's Radio Basics section, research contribu-
tions were made by TV networks and stations, representa-
tives, agencies, and independent research firm-. Careful
editing and arrangement of these "basic" data present them,
in logical order, to the reader. Reference to the index at
right shows location.
Agencies and advertisers who use this TV Basics section
will find that its contents, despite the continuing growth of
TV, are not likely to be out-dated overnight. Rather, it will
be a handy reference for many months to come.
I Dimensions of TV's
audience
II Television viewing
habits
Ell Cost of television
advertising
IV Television's billings
no
174
MO
IH2
14 JULY 1952
169
1. What is the current size and scope of TV, market-by-market?
SQURCE: NBC Television Research; Edward Petry Co. TV Research U. S. television data chart,
1952.
•Covered l>\ Los Angeles. "Estimate for Texas area. Estimated 2,500 additional sets in Mexican area.
''Does not include estimated 52.000 sets in Canadian area reached by Buffalo station.
"Does not include estimated 35,000 sets in Canadian area reached bv Detroit stations.
•"Grand Rapids separately —134,000— Kalamazoo separately— 141,000 ""Indianapolis separately— 223.000— Bloomington separately — 157,000
2. How many multiple-set TV homes are there?
1 iMt
NO.
NO.
NU.
■ ■-
AREA
ZONE
STATIONS
FAMILIES
SETS
TRATION
ALBUQUERQUE
M
53,700
14,200
26.4
AMES
C
193,700
83. OOO
42.9
ATLANTA
E
325.600
169.000
51.9
BALTIMORE
E
177. 200
386,000
80.9
BINGHAMTON
E
93,600
66,000
70.5
BIRMINGHAM
C
261,400
103,000
40.0
BLOOM INGTON
t S«-«- !n«l
■ iri ..]... 1 i )
BOSTON
E
l,101,3OO
895.000
81.3
BROWNSVILLE iMATAMOROS. MEXICO)
10,70O a
3UFFALO
E
352, 10O
268.00O 1 '
76.1
CHARLOTTE
E
363,700
143,000
39.3
CHICAGO
C
1,707,800
1.155.000
67.6
CINCINNATI
E
3
425,000
323,000
76.0
CLEVELAND
E
3
796,100
614,000
77.1
COLUMBUS
E
3
333,200
210.000
63.0
DALLASFT. WORTH
C
3
397.800
164.000**
41.2
DAVENPORT. R.I.
C
2
203.80O
110.000
54.0
DAYTON
E
2
278.50O
188.000
67.5
DETROIT
E
3
943.200
667,000"
70.7
ERIE
E
1
89.000
79,700
89.6
GRAND RAPIDSl
KALAMAZOO J
E
1
364,000
167,000 d
45.9
E
1
GREENSBORO
E
1
183,300
83,000
45.3
HOUSTON
C
1
328.30O
141.000
43.
HUNTINGTON
E
1
193,200
79,100
40.9
INDIANAPOLIS!
C
1
433.600
250,000'
57.7
BLOOMINGTONj
C.
1
JACKSONVILLE
E
1
120,100
56,000
46.6
JOHNSTOWN
E
1
300.500
152,000
50.6
KALAMAZOO
(See Gran
d Rapids)
KANSAS CITY
C
1
473.600
207.000
43.7
LANCASTER
E
1
216. 10O
147,000
68.0
LANSING
E
1
222. OOO
93,000
41.9
LOS ANGELES
P
7
1.611.900
1.185.000
73.5
LOUISVILLE
C
2
258.000
138. OOO
53.5
MEMPHIS
C
1
294. 200
130,000
44.2
MIAM 1
E
1
189.700
86,000
45.3
MILWAUKEE
C
1
408,700
332.000
81.2
MINN. -ST. PAUL
C
2
458,400
316.000
68.9
NASHVILLE
C
1
218.20O
63,000
28.9
NEW HAVEN
E
1
404,400
274.O0O
67.8
NEW ORLEANS
C
1
2K4.300
93,000
32.7
NEW YORK
E
7
4,152,100
2.970.00O
71 5
NORFOLK
E
1
204. 60O
114.000
55.7
OKLAHOMA CITY
C
1
244.3O0
92,300
37.8
OMAHA
c
2
210.500
127.000
60.3
PHILADELPHIA
E
3
1.385.800
1.042.00O
75.2
PHOENIX
M
1
121. lOO
39.400***
32.5
PITTSBURGH
E
1
747,800
428.000
57.2
PROVIDENCE
E
1
401. 200
214,000
53.3
RICHMOND
E
1
141,700
124. OOO
87.5
ROCHESTER
F.
1
209.700
147.000
70.1
SALT LAKE CITY
M
2
88. lOO
73.0OO
82 6
SAN ANTONIO
C
2
1 77.900
76.400
43 .0
SAN DIEGO
P
1
181.8O0
11 7. OOO*
64.4
SAN FRANCISCO
P
3
975. 80«
377.0OO
38.6
SCHFNECTADY
E
1
335.900
21O.O0O
62.5
SEATTLE
P
1
441 .200
144.000
32.6
ST. LOUIS
C
1
568. 900
398. OOO
70.0
SYRACUSE
E
2
226.500
164.00O
72.4
TOLEDO
E
1
314.300
18O.00O
57.3
TULSA
C
1
182.200
77.500
42.5
UTICA
F
1
122.600
69.50O
56.7
WASHINGTON
F
t
472.3P-0
364. OOO
77.1
WILMINGTON
E
1
1 13.900
102.000
70.9
TOTAL (1 MAY J .952)
I OS
27.ai2.7nn
I7.2»rt.«Of»
B.I.I
SOURCE: Advertest Research study conducted for SPONSOR, June 1932.
»
How maiit/ TV sets do i/ott
flaw in your home mm-.'
1 set
93.8%
2 sets .....
5.4
3 sets
.8
Total
100.0%
<J
Ho noil intend purehas-
* iiifi an additional set for
your home next near?
Yes
5.8%
No .
70.1
Don't know
24.1
Total
100.0%
Advertest findings above show that multiple-set TV homes are emerging in New York
metropolitan area, largest TV concentration in U. S., but not in any startling amount.
N. Y. figure of 6.2% multiple TV is less elsewhere but shows multiple trend is starting.
170
SPONSOR
3. How is TV distributed by geographical areas?
SOURCE: A. C. Nielsen, 1952
ALL RADIO
HOMES (000)
INCLUDING
THOSE
HAVING TV
Northeast
11,984
% OF RADIO
HOMES
HAVING TV
SETS
East Central
8,089
West Central
7,918
South
8,988
Pacific
5,821
TV HOMES
(000)
7,351
3,642
2,524
1,508
1,914
4. How soon will new TV stations come on the air?
SOURCE: NBC TV estimates (by Edward D. Madden, v. p.) —June 1952.
Total U. S. TV stations
U. S. markets with TV
Total TV homes (in millions)
1952
108
63
17.5
1955
600
315
32.0
The outlook for post-freeze TV outlets
In a recent speech to the American Marketing Association, NBC's
v.p. in charge of TV operations and sales, Edward D. Madden, made
the above predictions on the subject of new TV stations. As Madden
views it, there'll be a gradual growth in U. S. television, not a boom.
Expectations, now that the freeze is off and the FCC's "processing
line" functions are rolling, are for no more than a dozen new stations
during the rest of 1952, according to Madden. In 1953, some 80 new
markets (mostly hitherto-non-TV areas) will be added slowly. The real
rush will be in the next two years, Madden calculates, bringing the
total up to 600 stations in 315 markets. This is likely to reach a total
of 96,000,000 persons, or 60% of the nation's population. Beyond
this point, the thinking goes off into the wild blue yonder, but RCA's
chairman, Gen. David Sarnoff, predicts that by mid-1957 there will
be 1,500 stations and 50,000,000 TV sets in homes and elsewhere.
Figured at a conservative average of two-persons-per-set, that'll give
you virtually all of the adult population of the U. S. What's the
ultimate outlook? One prediction has come from General Electrics
Dr. W. R. G. Baker (after whom GE's WRGB, Schenectady is named)
who sees an eventual 2,000 stations and 53,000,000 TV sets after 1957.
Of course, all of the above figures are guesstimates of the situation.
Critical defense needs could throw the whole timetable out the win-
dow. Lack of pressure from the military could speed it up. However,
on 5 July, Martin Codel's authoritative "TV Digest" reported that
the FCC "is in position to make some imporant grants right now.'
14 JLM.Y 1952
171
5. How do TV and radio families compare on a socio-economic basis?
SOURCE: A. C. Nielsen, 1952
INCOME
TV AM
CITY
SIZE
UPPER
MIDDLE
CD
LOWER
1-2
3 4
CD
43
41
lb
33
„ \
35
3?
METRO
MEDIUM
CD
SM.WWRAL
39
65
„__^
■
30
.
■
24
31
II
^^
FAMILY
SIZE
5SAA0RE
' :
23
1
39
46
39
H i
\
29
22
MIGHEST
EDUCATION
GRADE T
SCHOOL
CD
HIGH
SCHOOL
COLLEGE
12
60
28
23
52
TERRITORY
A6E OF
OLDEST CHILD
NE
EC
CD
WC
SOUTH
CD
PACIFIC
■ — -
15
II
21
NONE
I. 1
0-9
CD
14
10-15
CD
■
32
:
49
«
:
:
■
I
38
2b
■
30
,"'
25
,
OCCUPATION
ifCAD Of MOUSE)
AGE OF
HOUSEWIFE
WUITE
COLLAR
CD
CRAFTSMEN
FARMERS
MANUAL
CD
** RETIRED
gUNEMPLOyEP
36
30
27
Y 1
28
30
25
M0
W0U5EWIFC
CD
lfo-34
35-54
CD
'PHI
17
mm
55 COVER
16
18
' ■*
31
22
: ■
;;<••'• ;.
:
\
i
_'
3
39
■
1
:
_—
26
14
.
:
—J
_- J
85% of TV homes
still upper-brachet
Here, profiled from the U.S. — wide data of
A. C. Nielsen, is how radio and TV audiences
compare in socio-economic terms. The chart
at left shows the differences in income levels,
city sizes, family status and size, education
etc. of the two basic broadcasting units — the
TV-radio home and the radio-only home.
Reference to the figures will show that nearly
85% of the TV homes are from the upper
and middle-income brackets, while radio —
with its huge circulation — is almost evenly
divided in thirds.
The same applies to city sizes, with TV's
heaviest concentration being in the metro-
politan (500,000 and over) cities, while radio
is again evenly distributed.
Other comparative bar lines in the chart
show that TV homes are more likely to have
young children about, and be larger-family
homes. Educational levels are about 10%
higher in TV homes, and the head of the
household is more likely to be a white collar
worker or a skilled craftsman.
Radio, incidentally, has a higher saturation
among both the retired and the unemployed
than does television in the U. S.
172
SPONSOR
Mail from all Chicagoland...
144 Illinois cities and towns
in addition to Chicago
34 Indiana cities and towns
10 Michigan cities and towns
8 Wisconsin cities and towns
FORTY PER CENT of the mail was received from areas OUTSIDE Chicago
— again proving that it's Station WNBQ which offers COMPLETE Chicago-
land television coverage and a loyal and responsive audience which BUYS.
TELEVISION IN CHICAGO
Represented by NBC Spot Sales
14 JULY 1952
173
n#*r
1. How does TV viewing vary with the hour of the day?
SOURCE: A. C. Nielsen, March 1952
% TV Homes
70 Total I . S. homes using TV by hours of day
11,409
10,996
Homes reached (000)
60
50
40
30
20
8,416
7,209
6,168
4,762
3,158
2,249
1,257
827 f^
10 33 347
,, .. ,, . ...f j { t t { j , t..., i . x
3 '"» 3 390
3,753
4,150
;■■ ■
6,085
'". l .w;i
t I \ 1 J ~JL -iii
9,897
6A.M. 8 9 10 11 12 1P.M. 2 3 4 5 6 7 8 9 10 11 12
2. How many hours do TV homes view daily? (compared to their radio listening)
SOURCE: A. C. Nielsen, 1951-52
Time TV homes spend teiffi TV and radio
TV HOURS
PER DAY.
APR. 51
TO MAR. '52
RADIO
HOURS PER
DAY, APR
'51 TO
MAR. '52
2 96
4.97
5.29 5 - 32
5.76
5.64
5.61
1.85
1.77
1.85
5.12
1.94
1.97
2.38
4.30
1.81
1.80
H.UO
3.57
1.80
1.87
3.52
1.55
1.60
^88l:
!■■«»■ ' ■ ■--■»- -
...........
-».^i- --.■■.--..»
^%o^C ~X=^
APRIL MAY JUNE
1951
JULY AUG. SEPT. OCT. NOV. DEC. JAN. FEB.
MAR.
1952
174
SPONSOR
WFAA-TV, Texas' top TV market
including both metropolitan Dallas
and Fort Worth, shows quite an array of
appealing figures! Heading them
up is a population of 1 ,270,700 with
$1,988,192,000 buying income!
look at these figures!
NET EFFECTIVE BUYING INCOME
WFAA-TV Market U. S. Difference
PER CAPITA $1,573 $1,423 j 11%
PER FAMILY 5,129 4,922 j- 4%
RETAIL SALES PER FAMILY
/ '/ J^^L RETAIL ST0RES 54,014 $3,377 f 19%
yM / ^f >*1 AUTOMOTIVE 767 599 28%
W V / S\^^ GENL. MDSE 818 402 | 103%
DRUG 130 99 | 31%
FURN., HHLD., RADIO 191 176 f 9%
ISo/ei Management. Ma r 10, 195?)
NOW 171,791 TV HOMES!
(fe/ecoifing, June 16, 195?)
<1
* / CHANNEL f~±
WrAA-TVjP
NBC- ABC- DU MONT
RALPH NIMMONS: STATION MANAGER
EDWARD PETRY & CO.: REPRESENTATIVES
14 JULY 1952
175
3. What's the national average in hours of viewing per home per day?
SOURCE: A. C. Nielsen. April 1951-March 1952
Average number of hours TV is usetl daily
in all radio and rci«lio-TV homes
APR. 51 MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. JAN. FEB. MAR. 52
4. How many homes are reached by the 'Top Ten 77 TV shows?
SOURCE: A. C. Nielsen NTI, 26 April 1952
Programs
Homes Reached
I Love Lucy 10,753,000
Godfrey & Friends (Liggett & Myers) 7,605,000
Texaco Star Theatre 7,559,000
Red Skelton 7,421,000
Your Show of Shows (Reynolds) 7,383,000
You Bet Your Life 7,302,000
Colgate Comedy Hour 7,175,000
Your Show of Shows (part.) 6,791,000
Robert Montgomery Presents (Johnson) 6,670,000
Philco TV Playhouse 6,644,000
"I. lieu" homes top
radio's best
Although TV has so far been confined
to a limited area of 63 markets, the
number of homes reached by the
highest-rated shows is dramatic proof
of the impact of the visual air me-
dium. Philip Morris' "I Love Lucy,"
the number-one show during this in-
season rating period, is estimated by
Nielsen to have reached over 10,000,-
000 TV homes — far more than are
reached by the number-one radio
show ("Lux Theatre") in the same
period, even making allowances for
multiple-set, outdoor listening.
5. How does TV viewing in radio-TV homes vary with the season?
SOURCE: A. C. Nielsen, 1951-52
% homes using TV Daytime (9 a.m. to 6 p.m.
Nighttime (6 p.m. to midnight)
■ ^
JAN. FEB. MAR. APR. MAY JUN. JUL. AUG. SEPT. OCT. NOV. DEC. JAN. FEB. MAR. APR.
1951 1952
176
SPONSOR
6. How do TV owners divide their time among various advertising media?
SOURCE: NBC TV Research Department (same source (or other two charts below), early 1951
Minutes per person spent on eaeh tneilium
MEDIA
TV-
OWNERS
NON-
OWNERS
MAGAZINES 1Q.8 15.1
TOTAL
SAMPLE
12.9
% TOTAL
SAMPLE
5.7%
NEWSPAPERS
46.8
50.4
48.6
21.6
RADIO
60.8
119.4
90.1
40.3
television 135.3 10.2 72.8 32.4
TOTAL SPENT ON ALL MEDIA 253.7 195.1 224.4 100.0
Most titnr spent with T\
According to this study, conducted by NBC
TV early in 1951 in the New York area, TV
owners spend more time with TV than with
all major media put together. In fact,
some 18.3% more. However, TV also adds
to the time people are exposed to ad
media. Reference to the chart will show that
TV adds almost an hour to the total time
people spend with advertising media in
general. The average time spent with
TV (all family heads, entire market) is
about 73 minutes per day, which NBC TV
feels is "probably an underestimate" for
the population in the country as a whole.
7. How does length of TV ownership affect time spent with other media?
Minutes per person spent tlaily by length of TV ownership
TIME OWNED
TV SET
TV
RADIO
NEWSPAPERS MAGAZINES
1-5 MOS.
133
58
47
10
6-H MOS.
134
62
46
9
12-23 MOS.
134
61
45
11
24-MOS. PLUS
140
62
50
13
\o "novelty" eiieet
The facts in this chart apparently explode
a truism, that is, that TV owners tend to
use their sets less as they own them longer,
returning to normal use of other media.
NBC TV points out, however, that the
oldest set owners are usually in the upper-
class income brackets, and tend to read
more than do families in lower-income
brackets who bought their TV sets more
recently. The media use differences be-
tween groups in "length of ownership" is
mostly a matter of income level.
8. How does income level, rather than TV ownership length, affect media?
Ineome afieets media use
Relationships between length of TV owner-
ship and time spent on different media
varies considerably as between low and
high-income families. In low-income fami-
lies, those who have owned their set longer
spent equal or less time with other media
than do new owners in that category.
Among high-income families (over $4,000
a year) the reverse tends to be true, with
increases showing in all categories of media
activity except radio, where there is a
slight decrease. Says NBC: "Such differ-
ences should probably be borne in mind in
considering the 'long-term effects of TV
ownership' on various media."
M inutes per day spent h\
/ in route
levels
LOW-INCOME OWNERS
TV
RADIO
NEWS
PAPERS
MAGA
ZINES
1. One-year owners
137
62
47
8
2* Two-year owners
142
64
43
8
3. Three-year owners
159
72
45
9
HIGH-INCOME OWNERS
1. One-year owners
131
57
46
11
2» Two-year owners
125
58
49
14
3* Three-year owners
135
56
52
15
14 JULY 1952
177
9. What are the average month-by-month ratings by TV program types?
SOURCE: A. C. Nielsen, 1951-52
EVENING PROGRAMS-EXCLUDING CHILDREN'S
Rating is figure ut left; at right is number of shows of the type.)
Nielsen rating
periods
1951 1 JAN
2
1 FEB
2
1 MAR
2
1 APR
2
1 MAY
2
1 JUNE
2
1 JULY
2
1 AUG
2
1 SEP
2
1 OCT
2
1 NOV
2
1 DEC
2
)952 1 JAN
2
1 FEB
2
} MAR
2
1 APR
2
1 MAY
2
General
Drama
Mystery
Drama
Situation
Comedy
Variety
Comedy
Variety
Music
Quiz &
Aud. Par.
Sports
26.6
28.6
28.7
28.2
27.2
26.1
26.6
28.4
24.8
23.9
24.0
22.7
21.6
21.2
20.9
20.7
21.9
26.6
25.1
25.7
25.6
27.0
26.1
24.4
26.5
27.6
27.1
25.7
26.1
27.2
27.3
23.9
24.8
24.4
20
18
18
17
18
18
19
18
16
15
16
16
17
12
13
12
1 5 J
14
17
17
17
17
18
20
16
18
18
18
18
18
21
21
20
20
28.7
28.4
26.6
27.4
27.1
26.4
26.6
27.9
25.2
25.3
25.5
26.1
23.3
22.6
21.1
22.5
22.2
23.6
22.1
20.9
21.4
22.1
21.5
22.1
24.3
25.7
24.5
24.1
24.8
23.1
23.4
21.9
21.7
21.2
12 27.6
12 29.0
12 29.4
14 29.7
13 28.3
14 29.3
15 27.4
15 30.1
14 24.4
14 21.4
14 22.7
14 21.2
17 21.3
15 19.8
15 19.4
15 21.9
16 24.4
16 24.8
20 29.9
21 30.2
22 32.8
21 31.7
21 32.7
20 30.7
22 32.6
21 32.6
21 31.3
21 30.2
21 30.7
20 30.7
19 33.2
20 31.1
20 27.4
20 26.6
8 27.6
8 29.3
8 29.8
8 27.9
8 27.6
8 27.4
8 27.5
7 30.6
7 25.1
7 24.5
7 22.8
7 23.4
7 20.3
6 18.4
4 16.0
4 17.2
7 20.4
8 24.8
9 27.0
10 27.4
10 29.2
10 27.5
10 27.3
9 31.2
1 1 32.6
1 1 32.7
12 32.9
12 31.8
12 31.0
12 32.7
10 31.1
10 30.6
10 28.1
10 27.4
19 20.0
19 19.9
18 20.1
19 20.3
19 20.0
20 18.9
19 18.5
18 18.9
17J 15.1
19 14.2
18 15.2
15 14.6
14 15.0
8 16.2
8 14.9
8 15.9
11 15.5
13 16.4
14 17.2
15 15.8
16 16.4
15 17.7
16 18.1
19 18.6
17 20.3
16 21.0
17
16
21.1
19.4
16 20.1
17 20.4
15 20.2
15 18.4
13 16.6
13 16.9
22 21.1
24 21.9
23 20.9
24 21.7
25 21.8
24 19.7
23 20.3
22 20.7
23 17.3
23 16.5
23 17.5
21 17.5
17 16.7
13 15.5
15 14.9
15 16.0
17 16.8
24 J 18.3
23 19.8
22 1 19.8
21 21.9
20 22.1
20 22.5
16 22.3
15 23.2
14! 24.5
14 24.2
15 23.3
14 23.8
14 24.7
14 26.7
13 24.5
14 ! 23.0
14 23.3
16
16
16
16
16
17
17
17
17
16
15
15
19
18
19
19
18
18
15
15
14
14
15
14
15
14
14
14
13
13
11
11
10
10
22.5
23.1
20.9
23.6
21.9
19.7
19.4
21.7
21.8
21.0
23.5
16.0
15.3
13.3
13.6
15.1
20.6
22.6
19.9
21.9
21.1
22.1
24.9
25.4
21.3
21.0
21.0
22.2
21.2
20.3
21.6
20.6
21.7
23.4
Music
8
7
8
8
9
9
8
7
7
7
6
6
6
6
6
6
6
5
6
6
6
6
6
6
7
7
9
7
8
8
8
8
8 i
8
21.9
23.1
21.9
20.3
19.0
19.7
17.5
20.2
15.8
14.3
14.1
14.5
13.6
9.8
11.1
9.4
14.1
14.6
13.6
12.9
13.3
14.9
15.4
15.2
16.1
19.6
19.0
19.4
18.6
16.2
18.2
17.2
15.8
16.5
All Eve.
Programs
24.0
24.4
24.1
24.1
23.4
22.7
22.6
24.1
5 20.2
5 19.4
5 19.7
4| 18.8
4 17.9
16.9
16.2
17.0
18.3
20.1
21.0
20.6
8 21.6
6 22.0
22.3
23.0
24.2
24.8
24.3
23.4
4 23.6
23.6
23.8
22.4
21.2
21.2
117
118
117
120
122
124
123
118
115
116
114
HI
115
94
95
94
108
116
121
124
126
122
123
123
121
119
122
122
122
122
118
116
114
113
178
SPONSOR
CHILDREN'S SHOWS
Day 1
(ex c
'rogs.
hild.)
Western
i
Others
Nielsen rating
periods
10.4
13
33.2
4
17.6 14
1 JAN
11.7
17
36.3
4
17.8 15
2
12.0
18
35.5
4
20.4 14
1 FEB
11.2
19
33.3
4
17.3 16
2
9.4
20
34.4
4
17.2 16
1 MAR
10.5
20
36.3
4
16.1 18
2
10.1
21
32.7
4
15.7 18
1 APR
9.6
21
30.8
4
15.5 18
■p
6.4
24
23.1
4
11.1 18
1 MAY
5.8
24
21.1
4
11.1 16
2
6.7
25
19.8
4
11.5 15
1 JUNE
6.8
25
19.6
4
10.6 15
2
5.6
24
17.9
4
10.2 14
1 JULY
5.6
20
19.9
3
9.6 12
2
5.9
20
19.3
3
9.9 13
1 AUG
6.0
18
19.8
3
9.6 14
5.8
24
18.8
4
10.0 17
1 SEP
6.0
28
16.4
5
10.1 14
2
7.2
35
24.8
5
12.6 14
1 OCT
7.4
35
23.8
5
12.7 13
9
9.2
34
28.0
5
15.5 13
1 NOV
92
35
26.1
5
17.4 13
~>
8.3
34
26.5
5
16.4 13
1 DEC
9.7
3?
26.7
5
17.2 14
p
10.3
33
31.7
4
16.9 14
1 JAN
10.9
31
30.7
4
18.1 14
2
11.2
30
30.5
4
17.1 15
1 FEB
10.6
30
30.3
4
17.5 15
j
10.7
30
29.8
4
16.9 15
1 MAR
10.4
31
28.2
4
17.3 13
2
9.5
27
27.1
4
16.0 13
1 APR
7.7
27
22.6
4
12.5 13
2
7.9
23
21.0
4
10.7 13
1 MAY
8.3
20
18.7
4
11.2 13
2
If oir to use this chart
The chart at left, despite its formidable array of rating
figures, is a useful research tool in any TV sponsor's ref-
erence collection. It gives advertisers a chance to study
the trends in rating averages for particular show types
over a period of more than a year. Month-by-month, it
also gives him a chance to weigh rating averages against
each other. When matched with average program time-
and-talent costs, they give a sponsor an opportunity to
weigh relative costs-per-1 ,000 homes.
The simplest use for this chart is in following the rating
trend for a basic TV program type, as measured by A. C.
Nielsen. Reference to the figures at left will reveal that
"general drama," as a TV category, is declining slightly
in its rating average when compared on a year-long basis.
Situation comedy shows, on the other hand, are rising, as
witness the year-long NTI figures between January 1951
and January 1952.
Read across, the chart shows the relative positions of
TV program rating averages for all of the Nielsen rating
periods between January 1951 and the end of May 1952.
Sponsors can judge, roughly, what types of programs hold
their audiences best in a 52-week campaign that goes
right through the summer months. The right-hand num-
ber in the columns, the total number of shows of a type
being televised during a given rating period, reveals where
the greatest number of "summer casualties" occur.
The most significant fact revealed by the table at left
is probably the trend upward in all TV program ratings.
For both evening and daytime, the all-program ratings for
May 1952 were over the levels for May 1951. This means
that most categories of TV programs (particularly situa-
tion comedies) are generally attracting larger rating aver-
ages and thus more people.
Figures on number of shows in the chart show that
mystery programs, whose rating average is beginning to
sag a bit, are still the most durable of TV programs.
There are relatively more TV mysteries on the air during
the summer, as opposed to winter, than any other pro-
gram type. Ratings, too, hold up, with the extreme sum-
mertime low still being about 75°o of winter levels.
14 JULY 1952
179
1. How does net TV compare in costs-per 1,000 people with other media?
SOURCE: NBC TV. 1952
$5.17
$3.36
E— -,
E— ,
Dl '
Wl—r-
n
»I«mI»« comparative costs-per- 1,000
$1, .57
$3.83
]
NBC TV EVENING
HALF-HOUR SHOW
(AV. TIME b TAL.)
NBC TV DAYTIME
HALF-HOUR SHOW
(AV. TIME & TAL.)
LIFE MAGAZINE PACE
BLACK & WHITE
(INC ART, MECH.)
500-LINE ADS
64 LEADING
NEWSPAPERS
(INC. ART, MECH.)
2. What is the relationship between spot TV costs and TV set circulation?
I Sept. '49 I Dec. '49 I Mar. '50 t July '50 I Oct. '50 I Feb. '51 I May '51 I July '51 I Dec. '51 I Mar. '52 I June 52
Costs-vs.'Sets are down
In the last two or three seasons, with TV spot costs constantly jumping
upward as TV stations raised their rates, sponsors have often felt
that there was no sensible relationship between station costs and
sets in TV markets. The chart above shows that this is not so.
Based on the combined "open rate" for one-minute Class A film avail-
abilities, using the highest-cost station in each market, the down-curv-
ing line above shows how this rate-vs.-sets has declined from a level of
950 in the fall of 1949 to present level of some 480-per- 1 ,000 TV sets.
It is, however, a simple ratio of cost-to-circulation in 63 TV markets.
180
SPONSOR
3. What's the cost-per-1,000 of network programs-by types?
SOURCE: A. C. Nielsen, 9 February 1952
Evening once-a-week ftalf-ftour show comparisons (two weeks ending .9 February 1952)
QUIZ &
AUD. PART.
SITUATION
COMEDY
3 GENERAL
< DRAMA
at
O
O VARIETY
£ COMEDY
= MYSTERY
g DRAMA
H OTHER
X MUSIC
INTERVIEW
VARIETY
MUSIC
$15.69
(2 1.4 rating)
1/4 -HOUR
PROGRAMS
3.35
( 17.0 rating)
1-HOUR
PROGRAMS
$13.82
(34.7 rating)
4. What are some typical talent-production costs for TV shows?
SOURCE: SPONSOR June 1952 estimates
SITUATION COMEDY
Amos 'n' Andy $30,000
I Love Lucy 27,500
Our Miss Brooks 23,500
My Friend Irma 22,000
Aldrich Family 20,000
MYSTERY DRAMA
Crime Syndicated $14,000
Treasury Men in
Action 13,000
Martin Kane 12,500
Man Against Crime 12,000
Suspense 12,000
The Web
Ellery Queen
Charlie Wild
GENERAL DRAMA
$10,000 QUIZ PANEL
10,000 Celebrity Time $11,500
9,000 What's My Line 8,500
Down You Co 4,000
Schlitz Playhouse $28,000
Hallmark Hall of
Fame 11,000
City Hospital 10,000
AUDIENCE PARTICIPATION
Beat the Clock $6,500
Strike It Rich 6,000
CONCERT MUSIC
Voice of Firestone
$18,000
( For both radio an
d TV)
VARIETY COMEDY
$35,000
Jack Benny
Red Skelton
30,000
Burns and Allen
28,000
Paul Winchell-
Jerry Mahoney
16,000
VARIETY MUSIC
Ezio Pinza Show $29,500
Royal Showcase 25,000
This Is Show Busi-
ness
17,500
Arthur Murray
Party 12,000
Star of Family 14,000
POP ULAR MUSIC
Hit Parade $28,000
Sammy Kaye Sere-
nade 11,000
14 JULY 1952
181
1. How much money, has been invested in network time in recent years?
SOURCE: Publishers Information Bureau
1952
FIRST 5
MONTHS
$27,065,274
35.162,947
9,434.888
3,740,274
+ OR -
FROM I95I
+ 91.0 V
+ 56.3
+ 35.9
+ 49.8
YEARLY TOTALS
I95I TOTAL
$42,470,844
59,171,452
18,585,911
7,761,506
+ OR -
FROM 1950
226.4'.
179.3
4- 180.4
(No report)
1 950
$13,011,831
191$] $12,294,513
19501 $40,826,185
21,185.692
6,628.662
(No report)
1 949
195J1 $127,989,713
$3,446,893
6,500,104
1,391,991
955,525
1 948
No
P.I.B.
Report
2. How much money is being spent to buy national spot TV time?
SOURCE: SlPONSOR estimate
n
1949
$8 million
1950
$25 million
1951
$60 million
1952
$72 million (estimate)
182
SPONSOR
c£udll with a Reputation
That's Mary Landis . . . chief cook etc.,
on the "In The Kitchen with Mary Landis" show.
Reputations aren't built overnight, you know.
It took three years of "doin" for Mary to
produce what is now recognized to be Baltimore's
outstanding cooking show on Television.
And prominent local and national advertisers
will gladly show sales success stories
traceable directly to the Mary Landis show.
Here's good. Good News
Anita Conboy, our "Mary Landis"
is soon to have a baby. She will continue to
direct the show behind the scenes, and
give personal guidance to her very capable
assistant, Marsha Adams who will do the
show 'til Mary returns ... in person.
"In the Kitchen w
now BIGGER and
► A brand new, custom-built kitchen provides
a new setting.
► The exclusive home kitchen-tested seal
stamped on every advertiser's product.
► Mary Landis, two home economists, and a
special announcer devote full time to this
multiple feature program.
MON. THRU FRI. — 1:00 TO 1:45P.M.
NATIONALLY REPRESENTED BY
EDWARD PETRY & CO.
ith MARY LANDIS 1 '
B ETTE R than ever
► A monthly recipe booklet available to viewers
on request.
► Extra aids to make this a complete TV adver-
tising-merchandising package.
► On-the-air and newspaper promotion give
certainty to the reputation of this three-year
success.
Television Baltimore
WBAL-TV
N BC in Maryland
14 JULY 1952
183
THE AWARD WINNING STATION
WITH THE HIGH HOOPERS
IN ONE OFTHE NATION'S RICH EST MARKETS!
71 f -r "*
Share of Audience
M o r n i n g 60.2
Afternoo n 65.3
E v e n i n g 59.6
TOP QUALITY
MARKET OF
PENNSYLVANIA
Highest Per Capita Income
Highest Quality of Market
Among State's Major
Markets
Retail Sales 192% of aver-
age of State
Retail sales activity 92%
above national average
Income average $353 above
U. S. per capita
Your selling has an above
average effect when you use
WHP. And you get a bonus
of Lancaster, York and
Lebanon.
CBS Radio Network
>^ HARRISBURG,PA.
KEY STATION OF
THE KEYSTONE
STATE
5QOOW580KC
REPRESENTED BY BOLLING
Tl
TV film trends, film listings,
radio-TV research, sports . . .
This section, containing a miscellany of air advertising topic-,
opens with a discussion of films for TV. Main film trend
spotted is the bullishness of agencymen about TV film. They
see it as becoming the maor programing component of the
medium within a short time. Included in sponsor's cover-
age of television film are a variety of lists, ranging from a
cross-section of film fare to the names of syndicators.
Immediately after the pages devoted to film appears a
series of charts from an up-to-date ANA study of TV cost-per-
1,000. These just-released charts are printed here for their
value in day-to-day use as buying tools.
Other subects of industry-wide interest to be found in thi<
section include an explanation of the differences between the
various radio-TV research organizations, radio and TV sports
sponsorship, and mail order air advertising. See index at
right for page numbers of all topics.
14 JULY 1952
TV film trends
186
TV film pre»gr«ims. list
189
TV film producers, list
192
Film ciminu'rciiil producers.
list
194
Film s.vndicators. list
196
Allied services, list
1»7
TV eost-per- 1,000
202
Research
206
Theatre and fee TV
21 1
Unions
21 1
C ontests and premiums
2I!>
Codes and censorship
219
TV and sports
22 1
Itadio and sports
22 1
Vlail order and 1*. 1.
22:»
185
TV film trends
Q. What is the outlook for TV
film programing this year?
A. In its TV Film Section I 10 March
19521 sponsor stated that a poll taken
among leading ad agencies showed that
7(1' , of them were of the opinion that
b) the time TV covered all markets
TO', of the programing would be on
film. Recent events not only lend con-
siderable substance to this forecast but
indicate that the 70' ' ', level will be
reached long before the time estimated.
Leading the parade toward film is
the country's largest advertiser. Proc-
ter & Gamble. It has just added a third
show to its film line-up. The Doctor.
This advertiser has a separate subsidi-
ary. Procter & Gamble Productions.
Inc.. which not only produces all P&G
film programs but controls all the
rights to these productions. The costs
for the three P&G shows on film, as
(|uoted by the company itself are: The
Doctor ($17,000); Fireside Theatre
(around $20,000 I ; and Beulah ($17,-
000 l . The production tab for the three-
some for the 1952-53 season will total
around $2,250,000.
Bill Craig, head of P&G's TV opera-
tions, bears out sponsors estimate of
TV film. Craig says: "In five years 1
estimate 75', of TV's programing will
be on film. I'm ver\ enthusiastic about
the use of film for dramatic shows."
Craig added that P&G's Welcome
Travelers would be live because a pro-
gram of that tvpe couldn't keep its
spontaneit) with a film version. Day -
time serials? Too expensive to film,
according to Craig. Besides an adver-
tiser wouldn't want to show two differ-
ent episodes in the same town at the
same time.
ffl&w*
TO INTRODUCE NEW CEREAL, KELLOGG BOUGHT TIME LOCALLY FOR "WILD BILL HICKOK" FIL
Other P&G activities call for the
first Red Skelton show to be on film
this fall. It's strictly a one-time shot
and will not be available for reuse I be-
cause of Skelton's movie contract I .
Fred Coe also presents some hard-
hitting reasons why the major pro-
grams of the very near future will be
on film. Coe. director of Goodyear
Television Playhouse, says "TV will
price itself into film. A full-hour dra-
matic show may cost the sponsor some
$30,000 per week for the production.
FILM PROGRAMS WIN HIGH RATINGS
PROGRAM
FOODINI
SUNDAY 1:15 P.M.
SMILIN ED
SATURDAY 11:30 A.M.
FILM THEATRE
SUNDAY 2:OOP.M.
GENE AUTRY
SUNDAY 7.00 P.M.
BOOTS & SADDLES
FRIDAY 6:OOP.M.
CISCO KID
TUESDAY 7:00 P.M.
RATINGS
8.6
14.7
15.7
28.3
SNARE
81.9
75.9
68.3
20.6
58.1
68.9
28.1
PROGRAM
KIT CARSON
TUESDAY 6 OOP. M.
LONE RANGER
THURSDAY 7:30 P.M.
FIRESIDE THEATRE
TUESDAY 9:00 P.M.
RACKET SQUAD
THURSDAY 10:00 P.M.
AMOS N' ANDY
THURSDAY 8:30 P.M.
RATINGS
13.9
28.8
40.0
SHARE
47.0
59.8
63.2
31.7 62.2
38.0 58.5
And when the show is over, what doe-
he have for this money? . . . Nothing!
"Script rights revert to the author,
and union regulations prevent a re-
showing of the kinescope — $30,000
gone with the wind. Film on the other
hand has that all-important rerun val-
ue which is the quality I feel counts
the most in television."
Bearing out these comments are the
top sponsors who are switching to film.
Ford Motor is sponsoring a Hollywood-
produced show (Screen Gems is pro-
ducer I . In the fall, the Carnation Com-
pany and the B. F. Goodrich Company
will alternate weekly sponsorship of
the Burns & Allen program on film.
The program is currently on live in the
East and by television recording in
other sections of the countr\ .
Singer Sewing Machine Compam is
sponsoring Four Star Playhouse, a
half-hour dramatic series to be filmed
in Hollywood bv Official Films. The
program will be seen on CBS-TV on
an alternate week basis beginning 11
September (Thurs. 8:30 to 9:00 p.m. I .
Oilier advertisers, firm believers in
film, include Schlitz, DuPont, Chrysler
Corporation ( DeSoto-Plymouth deal-
SPONSOR
93.0
I LOVE LUCY
MONDAY 9:OOP.M.
48.6
74.1
ARKETS WERE CHOSEN TO KEEP PACE WITH DISTRIBUTION AND PACKAGE ART TIED IN WITH PROGRAM FOR STRONG KID APPEAL
ers I . Top-rated shows on film include
My Friend Irma. Dragnet, Dangerous
Assignment, Fireside Theatre, with
Irma number one anion" all net shows.
Q. What are some of film TV's
problems?
A. The problems of TV film syndica-
tion — pricing and repeat runs — loom
as the major difficulty. Fred J. Mahl-
stedt, director of CBS Television Film
Sales, says, "Experience gained in the
next year should go a long way toward
solving these problems. The coming
year will shape up as the vear in which
the TV film distribution and film pro-
duction industries will approach rea-
sonably stable operations. With more
and more advertisers and stations turn-
ing to films for TV programing it is
pretty obvious that the future of the
entire television industrv depends to a
great extent on a solid foundation of
reliable and solidly financed produc-
tion and distribution outfits.
"As in any new industry. TV film
sy ndication needed a few shakedown
years to separate the wheat from the
chaff. By the end of the coming year
I feel that this should be pretty well
accomplished."
14 IULY 1952
Rather than seeing problems, most
observers felt film's big future was the
standout fact.
William Chalmers, Grey Advertising
vice president and radio-TV director,
told sponsor: "Major programing is
all going to be on film. The networks
will be important for day-to-day live
services I news and sports I . But when
you get into film, stations aren't going
to want to bother with the networks
when they can get the full profits from
local film programing. It will result in
(|uite a different relationship between
the networks and stations. The local
stations will have to decide whether
live net service is important enough to
them."'
So went the majority of the com-
ments on film. The problems are rec-
ognized but aren't deemed important
enough to hold film back. From what
looks like a major role in T\ pro-
gram ins:.
[Please turn to page 198)
On following pages see lists covering
• Available TV film fare »»«»«' '#•*>
• TJ film producers /»«</«' 192
• Commercial producers i»«fC 194
• Film syndicators /'"?/'* I9U
• Film allied services />»</*' 197
For further discussion of film see Hob Foreman's column, i>a±' 24
:*■!?"
/f
0^>
rfj
y
y
Miw
ded
The Billboard
I!f£HL^M OUARTMLY „.„., „
JUNE H, 1952
Place
F\Ut 5tt««
• Unity Television Corp.
^ >501 Broadway, New York 36 N V
i * mwm * — i ii v ' '
2 ¥ 'f™ «««* fer Tfite^
W3 Haeison Ave„ fe» y effc N ' y
•■'••..SWiRsTelBrfdoBCo
- <! * W. 57th S.'.. New IteV i*.' r" Vi ' '
2-9 ft'. 4;rf SL Nsw yo* it V.
6 Peerlen R{ m fo
? Honcgrsw Pjd Hre ,
^ H^f ****** »o4Kn m .\nt
ti: -'■ ^ Blvd., if ji Wcd 23, ftVf*"'
9 k"? !«***** WetrWofl Sales
4 " W 5fift Sf.. fe rwft f^'sj/y
^^^^^S^^^J^JILif > « .^ ^c (Wlti rrj
14
thanks to
every station in the nation
for voting UNITY top honors
~ ~ ~ and thanks to BILLBOARD for the many Kudos
accorded to UNITY in the first National T-V Film Survey
-V
Write, wire or phone for
UNITY'S new 40 page
catalog of films to fit
every time segment and
type of programming.
iigjjjj^ ^£$pgg»
(meBOaaBBXaa
1501 BROADWAY, NEW YORK 18. N. Y. • LOngacre 4-8234
ARCHE MAYERS "BOB" WORMHOUDT "CONNIE" LAZAR LEN fIRESTONE $/0 WEINEK
President Salei Manager Program Director Eastern Div. Mgr. TV Booker
PROGRAMS: a cross-seetion of video films on the «,r now or available for sale
Programs, by type
Children's Shows
Length
No. of
episodes
in the can'
Producer*
Sales Agent*
How available
Cost Range*
THE CHIMPS
CYCLONE MALONE
JUMP JUMP OF HOLIDAY HOUSE
DICK TRACY
CRUSADER RABBIT
FUN WITH FELIX
FUNNY BUNNIES
BETSY AND THE MACIC KEY
JUNIOR SCIENCE
TIME FOR BEANY
UNK AND ANDY
STREAMLINED FAIRYTALES
Commentary — General
15 m.
15 m. strip
15 m. strip
30 m.
5 m. strip
15 m.
5 or 15 m.
15 m. strip
15 m.
15 m. strip
15 m.
15 m.
13
65
65
39
195
13
26 wks.
13 wks.
14
Continuous
26
13
Crosby Enterprises
Consolidated TV Sales
Consolidated TV Sales
Snader Telcscription Sales
jerry Fairbanks, Inc.
UTP
Fletcher Smith Studios iN.Y. )
Dynamic Films
Motion Pictures for TV
Dynamic Films
CBS TV Film Sales
Olio Video TV Prod. <N.Y.)
Station KTLA
lack Kenaston Prods.
United Artists Television
Harry S. Coodman Prods. DuMont Film Dept.
Synd.
Net or Synd.
Net or Synd.
Synd.
Synd.
Net or Synd.
Net or Synd.
Net or Synd.
Net or Synd.
Paramount TV Productions Synd.
Synd.
Synd.
S20-400
Net— S200 each
Synd.— S75-1. 050 wk
Net— SI. 800 each
S48-290
On request
On request
On request
S25-400
On request
S120-500 weekly
$45-200
On request
HOLLYWOOD REEL
IOHN KIERAN'S KALEIDOSCOPE
THIS IS THE STORY
HY-LICHTS
TELEVISION CLOSEUPS
Drama — Adventure
ARMCHAIR ADVENTURE
BIC CAME HUNT
CLYDE BEATTY SHOW
STRANCE ADVENTURE
CHOST TOWNS OF THE WEST
Drama — Comedy
I LOVE LUCY
AMOS 'N' ANDY
BURNS & ALLEN
BEULAH
THAT'S MY POP
CLIFF NORTON
Drama — General
THE BEST THINCS IN LIFE
HOLLYWOOD HALF HOUR
STORY THEATRE
U —
THE UNEXPECTED
(REBOUND
15 m.
15 m.
15 m.
15 m.
5 m.
30 m.
30 m.
30 m.
15 or 30 m.
15 m.
30 m.
30 m.
30 m.
30 m.
30 m.
5 m.
15 or 30 m.
30 m.
30 m.
30 m.
30 m.
15 m.
52
52
12
13
26
104
26
Erskine Johnon and
Coy Watson
Paramount TV Productions Synd.
International Tele-film
United Artists Television
Synd.
Morton TV Prod.
Snader Telescriptions
Synd.
DuMont Film Dept.
lerry Fairbanks, Inc.
Synd.
Synd.
S. |. Turell
Sterling TV Co.
Synd.
Jules B. Weill
Film Vision Corp. (N.Y.) Synd.
26
Walter White, Jr.
Commodore Prod. (Hywd) Synd.
52
Cordon Levoy
CBS TV Film Sales
Synd.
Simmel-Meservey
Synd.
Continuous
Desilu Productions
Net
Continuous
Amos V Andy Prods.
(CBS Package)
Net
Continuous
Ralph Levy iCBS Package)
Net
26
Roland Reed Prod,
i made to order)
Net
In prod.
Revue Productions
MCA
Net
Continuous
Benton & Bowles
I made to order)
S25-200
S45-400
S24-300
On request
On request
S40-125
S100-750
On request
S50-190
S25-400
Not on sale
Not on sale
Not on sale
Not on sale
On request
Net or Synd.
Not on sale
6 (more in prod.) Emy Productions
Consolidated TV Sales
13
Jerry Fairbanks, Inc.
Net or Synd.
Net or Synd.
Net— S6.000 (15 m.)
Synd.— $78-880
On requet
26
Grant-Realm
Ziv TV
Synd.
S80- 1,000
52
Ziv Television
Synd.
S165-3.000
13
Crosby Enterprises
UTP
26
i lNVITATION PLAY HOUSE
Then only one company is named, it is both producer and sales agent.
14 JULY 1952
Synd.
S145-2.440
Rene Williams
Syndicated TV Productions Synd.
S115-158
! listed are only fur available markets. & „ lower or
higher rate .of the »<.<
189
Programs, by type
Length
No. of
episodes
"in the can"
Producer*
Soles
Agent*
How oval
able
Cost Range* *
LITTLE THEATRE
15 m.
26
TeeVee Company
Synd.
$50-575
ROYAL PLAYHOUSE
30 m.
52
Crosby Enterprises
UTP
Synd.
$75-1,500
MAN IN THE IRON MASK
30 m.
26
Revue Productions
MCA
Synd.
On request
KINGS CROSSROADS
30 or
60 m.
104
Sterling Television
Synd.
$100-750
ADULT DRAMA SERIES
15 or
30 m.
—
William Morris Agency
Synd.
On request
Drama — Mystery
HOLLYWOOD OFFBEAT
THE CASE OF EDDIE DRAKE
THE FILES OF JEFFREY JONES
SCOTLAND YARD
FRONT PACE DETECTIVE
PUBLIC PROSECUTOR
CRAIC KENNEDY, CRIMINOLOGIST
DANGEROUS ASSIGNMENT
FOREIGN INTRIGUE
MEET THE VICTIM
BOSTON BLACKIE
CAPSULE MYSTERIES
DILEMMA
JIM HARDY, ACE CRIME REPORTER
30 m.
26
Parsonnet
UTP
Synd.
$75-1,775
30 m.
13
Imppro
CBS TV Film Sales
Synd.
$100-1,250
30 m.
13
Lindsley Parsons
CBS TV Film Sales
Synd.
$125-1,500
30 m.
26
DuMont Film Department
Synd.
On request
30 m.
39
Jerry Fairbanks, Inc.
Synd.
On request
15 m.
26
Jerry Fairbanks, Inc.
Synd.
On request
30 m.
13
Adrian Weiss Prod.
Louis Weiss & Co.
Synd.
$111.15-2,193.75
30 m.
39
NBC Film Syndication Dept.
Synd.
$65-2,000
30 m.
39
Sheldon Reynolds
J. Walter Thompson
Synd.
$115.83-429
15 m.
13
S. J. Turell
Sterling TV Co.
Synd.
$60-200
30 m.
78
Ziv Television
Synd.
$110-2,250
5 m.
13
Charles Michelson, Inc. (N.Y.)
Synd.
$20-89.75
15 m.
13
Harry S. Goodman Prod. (N.Y.)
Synd.
On request
5 m.
156
Illustrate, Inc.
Synd.
On request
Drama — Western
CENE AUTRY
RANGE RIDER
KIT CARSON
HOPALONC CASSIDY
BUSTER CRABBE SHOW
THE CISCO KID
ROY ROGERS
WILD BILL HICKOK
LONE RANCER
30 m
52
Flying A Prod.
CBS TV Film Sales
Net &
Synd.
$150-2,000
30 m.
52
Flying A Prod.
CBS TV Film Sales
Synd.
$125-1,500
30 m.
26
Revue Prod.
MCA
Synd.
On request
60 m.
49
NBC Film Synd.
Synd.
$75-700
30 m.
26
Jules B. Weill
Film Vision Corp. (N.Y.)
Synd.
$100-750
30 m.
78
Ziv Television
Synd.
$95-2,095
30 m.
26
Roy Rogers Productions
Net
Not on sale
30 m.
52
Wm. Broidy Prod.
Synd.
Not on sale
30 m.
78
Apex Films
Net
Not on sale
Music
HOLIDAY IN PARIS
PARADISE ISLAND
CAFE CONTINENTAL
VIENNA CHOIR BOYS & SALZBURG
MARIONETTES
VIENNA PHILHARMONIC
WORLD'S IMMORTAL OPERAS
MUSIC TO REMEMBER
ENCHANTED MUSIC
ALL NATIONS SYMPHONY
OLD AMER. BARN DANCE
Musical Shorts
TELESCRIPTIONS
TV DISK JOCKEY TOONS
TELE-DISK JOCKEY
MUSICAL MOMENTS
30
m
13
John Nasht
CBS TV Film Sales
Synd.
$85-1,250
15
m
26
Jerry Fairbanks,
nc.
Synd.
On request
15
m
13
Sterling TV Co.
Synd.
$45-150
15
m.
13
Eugen Sharin
Sterling TV Co.
Synd.
On request
15
m
13
Eugen Sharin
CBS TV Film Sales
Synd.
$30-250
30
m
7
Ceo. Richfield
CBS TV Film Sales
Synd.
$70-600
30
m
13
Ceo. Richfield
Screen Gems, Inc.
Synd.
$50-500
30
m
13
S | Turell
Sterling TV Co
Synd.
On request
15
m.
13
All Nations Prod.
Corp.
INS-INP TV Dept.
Synd.
On request
30
m
26
Kling-United
UTP
Synd.
$75-675
3l/ 2 m.
800
Snader Telescriptions Sales
Synd.
On request
3'/2 m.
(00
Screen Gems, Inc.
Synd.
$20-50
3 m.
170
Seaboard Studios
United Artists
Synd.
On request
3 m.
2-4
Dynamic Films
Mot. Pic. for TV
Synd.
On request
190
SPONSOR
Programs, by type
News
Length
No. of
episodes
in the can'
Producer'
Sales Agent*
How available
Cost Range'
INS-TELENEWS DAILY
INS-TELENEWS WEEKLY
MARCH OF TIME through the Years
NBC DAILY NEWS REPORT
NBC NEWS REVIEW OF THE WEEK
WASHINGTON CLOSE-UP
WASHINGTON SPOTLICHT
HEADLINES ON PARADE
YESTERDAY'S NEWSREEL
UP-MOVIETONE NEWSREELS
8 m.
18 m.
30 m.
8 m.
15 m.
15 m.
15 m.
15 m.
15 m.
15 m.
Continuous
Continuous
26
Continuous
Continuous
Wkly.
Wkly.
52
156
5 da. weekly
INS-INP Telenews Prod., Inc.
Synd.
INS-INP Telenews Prod., Inc.
Synd.
The March of Time
Synd.
NBC News & Special
Events Dept.
NBC Film Synd.
Synd.
NBC News & Special
Events Dept.
NBC Film Synd.
United Artists Television
Snader Telescriptions Sales
United World Films
Ziv Television
United Press-Movietone News
Synd.
Synd.
Synd.
Synd.
Synd.
Synd.
On request
On request
On request
$150-350 wkly
$33-275
$55-400
$20-260
On request
$40-500
On request
Special Interest Films
CRUSADE IN THE PACIFIC
THIS LAND OF OURS
THIS WORLD OF OURS
YOU COULD BE WRONG
HOLLYWOOD CLOSEUPS
VACATION WITH THE STARS
COINC PLACES with Uncle Ceorge
HOLLYWOOD ON THE LINE
STRANCER THAN FICTION
MOVIE QUICK QUIZ
MACCI McNELLIS— What's Playing
HANDY ANDY
30 m.
10 m.
15 m.
15 m.
15 m.
10 m.
30 m.
15 m.
15 m.
15 m.
15 m.
26
In prod.
26
13
26
13
65
March of Time
Dudley Television Corp.
Dudley Television Corp.
Dudley Television Corp.
Cene Lester Productions
Cene Lester Productions
|erry Fairbanks, Inc.
CBS Television Film Sales
United World Films
Continuous
52
13
Walter B. Schwimmer Prod. UTP
Station Distributors
Synd.
Synd.
Synd.
Synd.
Synd.
Synd.
Synd.
Synd.
Synd.
Synd.
Synd.
Sterling Television Co., Inc.
Synd.
On request
On request
On request
On request
On request
On request
On request
$44-440 (all film)
$40-400 (script)
$15-175
$125-750 (wk)
$55-390
$40-125
Sports
SPORTSCHOLAR
COIN' PLACES with Gadabout Caddis
MADISON SQUARE GARDEN
SPEED CLASSICS
THE SPORTSMAN'S CLUB
SPORTS REELS
TELESPORTS DICEST
WRESTLINC FROM HOLLYWOOD
RINCSIDE WITH THE RASSLERS
WRESTLING HICHLICHTS
ROLLER DERBY
SPORTS ON PARADE
DOUBLE PLAY
SPORTS ALBUM
THIS WEEK IN SPORTS
TELENEWS SPORTS EXTRA
15 m.
52
United World Films
Synd.
$25-400
15 m.
26
Beacon Television Features
Synd.
$65-510
30 m.
13
Leslie Winik
MCA
Synd.
$100-350
30 m.
13
Dynamic Films, Inc.
Synd.
$125-900
15 m.
10 or 15 m.
52
26
Woodruff Television Prod.
Synd.
RKO-Pathe
Synd.
$25-440
On request
30 m.
Continuous
United Artists
Synd.
$70-250
60 or
90 m.
Continuous
Paramount Television Prod.
Synd.
$100-400
60 m.
52
Jerry Fairbanks, Inc.
Synd.
On request
15 m.
26
Motion Pictures for TV
Synd.
On request
30 m.
52
Station Distributors
Synd.
$50-400
15 m.
52
Sterling Television Co., Inc.
Synd.
$40-125
15 m.
104
Marted Prod. UTP
Synd.
On request
5 or 15 m.
26
Ziv Television
Synd.
$37.50-500
15 m.
Continuous
INS-INP TV Dept.
Synd.
On request
15 m.
Continuous
INS-INP TV Dept.
Synd.
On request
Women's Shows
FASHION PREVIEWS
THE FEMININE ANCLE
DR. FIXUM HOUSEHOLD HOSPITAL
FILE FACTS
YOUR BEAUTY CLINIC
jTHE FEMININE TOUCH
15 m.
15 m.
15 m.
5 m.
15 m.
15 m.
Continuous
Clayton Cousens Prod.
UTP
Synd.
Continuous
Ilka Chase
United Artists
Synd.
13
Vogue Wright Studios
Synd.
Kling-United
UTP
Synd.
13
Dynamic Films
Mot. Pic. for TV
Synd.
104
Sterling Television Co., Inc.
Synd.
$50-135
$55-400
$50-400
$7.50-72.50
On request
On request
14 JULY 1952
191
PRODUCERS: those knoivn to act as their own sales auent are marked with
HOLLYWOOD
Producer
Address
j Phone
Contact
Producer
Address
Phone
Contact
M. & A. Alexander
6040 Sunset Blvd. |HI 3414
Hollywood
M. Alexander
*McConkey Tele-Artists I 1459 N Seward CL 8444 Mack McConkey
Tele-Artists Musical Novelties 1 Hollywood
Amos ' ri Andy Productions
"Amos n' Andy"
Hal Roach Studios
Culver City, Cal.
TE 0-2761
James Fonda
Mark 7 Productions
"Dragnet"
Republic Studios
North Hollywood
SU 3-8411
Homer Canficld
Jack Webb
Apex Film Corp.
"Lone Ranger"
"Texas Ranger"
General Service Studios HE 5106
1040 N. Las Palmas
Hollywood
lack Chertok
Aborted Productions
"Double Play"
Ceneral Service Studio
1040 N. Las Palmas
Hollywood
CR 5-8607
Marty Martyn
Bracken Productions
"Nick Volpe"
8259 Beverly Blvd.
Los Angeles
YO 9433
Earle Dumont, Jr.
New World Productions
"The Best Things in Life"
5746 Sunset Blvd.
Hollywood
HO 9-6369
Ted Robinson
* William F. Broidy Prod.
"Wild Bill Hickok"
"Case History"
Sunset Studios
Hollywood
HE 6844
William F. Broidy
Odyssey Pictures
"Terry and the Pirates"
666 N. Robertson Blvd.
Hollywood
CR 6-1085
Sol Lesser
Douglas Fairbanks, Jr.
1459 N. Seward
Hollywood
140 N. Hollywood Way
Hollywood
HE 1177
Jos. F. McCaughtry
Cardinal Co.
"Sleepy |oe"
bl;i i^.„,_„ i„i, r General Service Studios CR 3111 Phil Krasne
Phil Krasne-Jack Gross 1(H0 N Las Palmas |ack Cro „
Cathedral Films
CH 8-6637
HE 5106
Rev. J. K. Friederick
B 'S Town Hollywood
"Religious Series"
Lindsley Parsons Prod.
"Files of Jeffrey Jones"
KTTV Studios
Hollywood
HU 2-7111
Lindsley Parsons
Jack Chertok Productions General Service Studios
Jack Chertok
• Sky K i ng " 10-40 N. Las Palmas
Hollywood
P. K. Palmer Productions
"Brenda Starr"
"Moon Mullins"
Goldwyn Studios
Hollywood
CR 5111
P. K. Palmer
I
'Commodore Productions 1350 N. Highland Ave.
' Clyde Beatty Show" Hollywood
HO 9-8229
HO 9-6369
CR 5920
Walter White, jr.
Shirley Thomas
Peter M. Robcck
Consolidated TV Prod.
"Cyclone Malone"
Jump-Jump of Holiday House"
5746 Sunset Blvd.
Hollywood
'Roland Reed Productions Hal Roach Studios
"Beulah" 275 S. Beverly Drive
"Mystery Theatre" iBeverly Hills
"Rocky Jones, Space Ranger"
It U-Z/bl
Koland O. Reed
1566 N. Cordon
Hollywood
lerry Courneya
Everett Crosby
Charles Brown
Courneya Productions
"The Chimps"
"Close-Up"
"Worlds of Adventure"
Revue Prod. (MCA subsid.) la & ,e Lion Studios
"Kit Carson" Hollywood
Half-hour adult dramas
HU 2-2181
MCA
* Bing Crosby Enterprises
"Rebound"
(sell 1st run only)
RKO-Pathe Studios
Culver City
TE 0-2931
CR 1-7258
CR 1-7258
SU 3-8411
*Hal Roach Studios, Inc.
"The Children's Hour"
8822 Washington Blvd.
Culver City
VE 8-2185
Hal Roach
Roy Rogers Productions
"Roy Rogers"
Goldwyn Studios
Hollywood
CR 5111
Roy Rogers
'Dudley Television Corp.
9908 Santa Monica Blvd.
Beverly Hills
Don McNamara
Carl Dudley
Jess Oppenhcimer
Harold E. Knox
"This World of Ours"
"You Could Be Wrong"
Rosamond Productions
"Secrets of the French Surete"
"Annie Oakley & Tagg"
8913 Sunset Blvd.
Hollywood
CR 4 -5 4 oi Davjd Cnudnow
Desilu Productions
9908 Santa Monica Blvd
Beverly Hills
"1 Love Lucy"
Columbia Pictures Studio
HU 2-3111 Ralph Cohn (N.Y.)
Jules Bricken (Hywd)
Don/evy Development Corp.
Republic Studios
North Hollywood
.screen (jems i 43g N rj owe r st.
"TV Disc Jockey Toons" [Hollywood
"Dangerous Assignment"
Screen Televideo Prod.
"Electric Theatre"
Eagle Lion Studios
Hollywood
HU 2-2181
Cil Ralston
'Jack Denove Produc-
General Service Studios
1040 N. Las Palmas
CR 3111
Jack Denove
Arthur L. Stern
William Trinr
Jerry Fairbanks
Frank Ferrin
1. Lindenbaum
John Guedel
tions
Programs and commercials
Hollywood
* Showcase Productions
"Racket Squad"
* Simmel-Meservey, Inc.
"Ghost Towns, Inc."
*Snader Productions
"Dick Tracy"
Telescriptions
Hal Roach Studios
Culver City
TE 0-2761
Hal Roach, Jr.
Hollywood (new firm)
HU 2-1101
HO 9-3628
WE 3-9281
Este Productions, Inc.
"Little Orphan Annie"
"Casoline Alley"
321 S. Beverly Dr.
Beverly Hills
BR 2-3874
Louis C. Simmel
Edward C. Simmel
Louis D. Snader
;
177 S. Beverly Drive
Beverly Hills
CR 5-1114
'Jerry Fairbanks Produc-
tions
6052 Sunset Blvd.
Hollywood
"Front Page Detective
Hollywood Theatre"
Sportsvision, Inc.
All-American Game of the Week
1176 Highland Ave.
Hollywood
HO 9-6369
Bill Perry
* Frank Ferrin Co.
6528 Sunset Blvd.
8451 Melrose
Hollywood
(Football)
Filmcratt Productions
"You Bet Your Life"
*John Sutherland Produc- f 10 ? Occidental Blvd.
,-. ... Los Angeles
tions (Documentaries)
DU 8-5121
J. Sutherland
■
i in L tl j.
TE 0-2761
Pat Costello
Flying A Pictures, Inc.
"Gene Autry"
6920 Sunset Blvd.
Hollywood
HE 5694
HE 5186
Armand Schaefer
TCA Productions
"Abbott & CosKllo'
Culver City
"Range Rider"
"Annie Oakley"
*Tee Vee Company
"The Little Theatre"
"Gi-Ci & Jock"
211 S. Beverly Dr.
Beverly Hills
BR 2-1376
Cifford Phillips
John Guedel Productions
1680 N. Vine
Hollywood
John Cucdel
"Life with Linkletter"
* Telefilm, Inc.
"Roving Cameras"
6030 Hollywood Blvd
Hollywood
HO 9-7205
|. A. Thomas
1
Hollywood TV Service, Inc.
"Commando Cody"
"Sky Marshall of the Universe"
4020 Carpenter Ave.
N. Hollywood
SU 3-8807
Morton W. Scott
Telemount Pictures
"Cowboy G-Men"
California Studios
5255 Clinton St.
Hollywood
HO 9-8321
Steve Donovan
Johnson-Watson Prod.
"Hollywood Reel"
4952 Presidio
Hollywood
AX 1 3854
Coy Watson
* United Screen Associates
"Book of Knowledge"
WDBC Films
15-minute dramas
'Adrian Weiss Productions
"Craig Kennedy. Criminologist"
"The Thrill of Your Life"
Hal Roach Studios
Culver City
TE 0-2761
Jesse J. Coldburg
i
'Illustrate, Inc.
"Tclecomics"
"|im Hardy, Crime Reporter"
971 La Cienega Blvd.
Hollywood
HE 2126
TE 0-4525
Donald A. Dewar
KTTV Studios
Hollywood
HU 2-7111
Edward D. Wood, Jr.
"Our Lady's Juggler"
655 N. Fairfax Ave.
Los Angeles
WE 5287
Louis Weiss
Adrian Weiss
Imppro, Inc.
"The Case of Eddie Drake"
426 N Rockingham Rd.
Hollywood
H.il Ro.uh |r
*Gene Lester Productions
"Hollywood Closcups"
1487 N. Vine St.
Hollywood
HI 7287
Cene Lester
Martin Spcrber
Rene Williams Productions
"Invitation Playhouse"
Goldwyn Studios
Hollywood
CR 5111
Rene Williams
Frank Wisbar Productions
"Fireside Theatre"
Eagle-Lion Studios
Hollywood
HO 9-3744
Frank Wisbar
1
Edward Lewis Productions
"Affairs of China Smith"
Motion Picture Center
Hollywood
HI 9-5981
Edward Lewis
"Playhouse of Stars"
*Ziv TV Programs
"The Cisco Kid"
"Boston Blackie"
"The Unexpected"
5255 Clinton St.
Hollywood
HO 9-8321
Eddie Davis
Mack McConkey Prod.
"Big Time Wrestling from
Hollywood"
1459 N. Seward
Hollywood
GL 8444
Mack McConkey
192
SPONSOR
NEW YORK
Producer
Address
Ambassador Films, Inc.
Short subjects for TV Isold
through CBS Television Film
Sales and Sterling Television)
'Archer Productions, Inc.
'rograms and commercials
red Baldwin, Inc.
Programs
*Bray Studios, Inc.
Cartoons, travelogues, nature
Caravel Films, Inc.
Made-to-order programs and
:ommercials
Zinescope Films
vlade-to-order programs
Zlayton W. Cousens
'rograms for syndication
118 W. 57th St.
New York 19
35 W. 53rd St.
New York 19
270 Park Ave.
New York 17
729 Seventh Ave.
New York 19
730 Fifth Ave.
New York 19
42-45 160th St.
Flushing, N. Y.
*Demby, Broun & Co.
Programs for syndication
•The Saddle Pal Club"
)ep/cto Films, Inc.
dade-to-order programs and
:ommercials
152 W. 42nd St.
New York 36
(Jack-O-Gram Studiosl
34 E. 51st St.
New York 22
254 W. 54th St.
New York 19
'Dynamic Films, Inc. 112 W 89th St.
'rograms sold through syndi- >New York 24
:ators; made-to-order programs
md commercials
Educational Films, Corp.
of America
'rograms
y eter Elgar
dade-to-order programs
Explorers Pictures Corp.
'rograms for syndication
Jerry Fairbanks Proa.
See Hollywood listing)
1 Fairfield Films Inc.
'DiMaggio's Dugout"
1501 Broadway
New York 36
270 Park Ave.
New York 17
1501 Broadway
New York 36
551 Fifth Ave.
New York 17
40 E. 51st St.
New York 22
ederated Television Pro- 40 E. 40th St.
duct ions. Inc. ! New York 17
4ade-to-order programs and
ommercials
Allen A. Funt, Produc-
tions
rograms for syndication
100 Central Park S.
New York 19
Harry S. Goodman Pro- 19 E. 53rd St.
ductions
rograms in syndication and
ommercials
G-L Enterprises, Inc.
rograms and commercials
270 Park 'Ave.
New York 17
li & W Television Pro- 307 E. 44th St.
- ductions. Inc. Ncw York 17
4ade-to-order programs and
pen end films
lolbert Productions
rograms
nternational Tele-Film,
Inc.
rograms for syndication
1564 Broadway
New York 19
331 Madison Ave.
New York 17
am Handy 1775 Broadway
lade-to-order programs and ,New York 19
smmercials
Lalley and Love, Inc.
rograms and commercials
14 JULY 1952
3 E. 57th St.
New York 22
Phone
Contact
CI 7-1900
|U 6-2690
PL 5-9830
CI 5-4582
CI 7-6110
FL 8-1935
>LA 4-1173
Eugen Sharin
Leo Langlois
Charles Tranum
|. R. Bray
Paul A. Bray
0. I. Pincus
Frank Seaver
PL 9-2495
Ceorge L. Ceorge
Clayton W. Cousens
Myron L. Broun
CO 5-7621
TR 3-6221
PE 6-1780
?L 8-1582
LO 4-5592
iohn Hans
Henry Morley
Nathan Zucker
Earl W. Hammons
Producer
Address
Phone
Contact
Lewis Sound Films
Made-to-order programs and
commercials
Lion Television Pictures
Prosrams
75 W. 45th St.
New York 17
"March of Time
Programs for syndication
'Charles Michelson, Inc.
rog.ams for syndication
* Murphy-Lillis Produc-
tions, Inc.
Programs and commercials
7"ed Nemeth Studios
ommercials and shorts
Olio Video Television
Productions
Programs for syndication
Parsonnet Productions
Programs for syndication; made-
to-order programs
* Pilsbury Productions
Children's programs
'Bernard J. Prockter
Programs
1501 Broadway
New York 36
369 Lexington Ave.
Mew York 17
15 W. 47th St.
New York 19
723 Seventh Ave.
New York 19
729 Seventh Ave.
New York 19
•0 E. 42nd St.
Mew York 17
'01 Seventh Ave.
<cw Yoik 36
*RKO Pathe, Inc.
TV shorts; made-to-order
programs
170 E. 79th St.
New York 21
221 W. 57th St.
New York 19
i25 Madison Ave.
New York 22
Peter Elgar
I. B. Weill
MU 2-5171 Ceorge Ellis
EL 5-1884 i Reggie Schuebel
H. V. Chain
MU 5-7220
JU 6-5227
PL 5-6131
PL 5-9473
MU 5-4258
|U 2-2928
MU 7-9116
Allen A. Funl
Dan Goodman
Sarra, Inc.
Made-to-order programs, comml.
Screen Gems, Inc.
Made-to-order programs, comml
Seaboard Studios
Made-to-order programs, com-
mercials, musical shorts
^Skyline Productions
Programs for syndication
'Fletcher Smith Studios
Programs made-to-order and
for syndication
Sound Masters, Inc.
Programs and commercials
'Special Purpose Films
Programs and commercials
'Sterling Television Co.
Programs tor syndication
'Wilbur Streech Prod.
Programs and commercials
Marion Cering
Bob Whiteman
Jerry Albeit
Paul Moss
|U 2-4060
EL 5-1382
Vincent L. Herman
lames A. Love
John B. Lalley
* Telamerica, Inc.
'rograms and commercials
00 E. 56th St.
Mew York 22
729 Seventh Ave.
Mew York 19
157 E. 69th St.
Mew York 21
127 E. 61st St.
New York 21
321 E. 44th St.
New York 17
165 W. 46th St.
New York 19
U W. 56th St.
New York 19
316 W. 57th St.
New York 19
1697 Broadway
New York 19
Telenews Productions, Inc.
News, sports
Television Screen Pro-
ductions
"|im & |udy in Teleland"
* Tempo Productions
'rograms and commercials
Times Square Prods.
"Crime Crusaders"
"Sleep No More"
"They Can Come Back"
Transfilm, Inc.
Made-to-order programs, comml
; Transv/deo^Corp. of Am.
Programs
270 Park Ave.
Mew York 17
530 9th Ave.
Mew York
17 E. 45th St.
New York 17
588 Fifth Ave.
New York 36
145 W. 45th St.
New York 19
35 W. 45th St.
New York 19
2 W. 46th St
New York 19
LU 2-1322 Vernon Lewis
PE 6-1780 E. W. Hammons
JU 6-1212
PL 7-0695
PL 7-8144
CI 5 5147 Ted Nemeth
rank Shea
Charles Michelson
Owen Murphy
MU 2-3218
MU 8-4500
TR 9-9208
JU 6-4830
PL 9 3600
Harvey Cort
Marion Parsonnet
Larry Merchant
Bernard J. Prockter
Ed Evans
MU 8-0385
CI 5 5044
RE 7-9200
TE 8-7550
MU 5-6626
PL 7-6600
JU 6-0020
JU 6-3750
Jack Henderson
Ralph Cohn
Sanford Johnson
Robert B. Spafford
Fletcher Smith
William F. Crouch
John Fox
S. J. Turell
JU 2-3816
EL 5-1422
JU 6-2450
MU 2-8877
PL 7-0744
CI 6-4443
LU 2-1400
Wilbur Streech
Wally Could
Charles N. Burns
Charles |. Basch Jr.
J. Pomerantz
Charles W. Curran
LU 2-1281
Walter Lowendahl
Paul deFur
Ceorge Luttinger
193
Producer
Address
Programs
Transvideo Corp. of
America
2 W. 46th St.
New York 19
Phone
LU 2-1281
*Van Praag Productions
Programs, comml.
Video Varieties Corp.
Made-to-order programs, comml
Vidicam Pictures Corp.
Made-to-order programs
* Winik Productions
Madison Square Garden events,
sold by MCA
1600 Broadway
New York 19
41 E. 50th St.
New York 22
240 E. 39th St.
New York 16
625 Madison Ave.
New York 22
PL 7-2857
MU 8-1162
MU 6-3310
PL 3-0684
Contact
George Luttinger
William Van Praag
Otis P. Williams
Ed CarroH
Leslie Winik
CHICAGO
Producer
Address
Phone Contact
* Academy Film Produc-
tions
"Bob Elson's Interviews of the
Century"
*Berman & Bettenbender
Commercials, made-to-order
shows
* Stuart V. Dawson
Package programs
123 W. Chestnut St.
410 S. Michigan Ave.
520 N. Michigan Ave.
* Douglas Productions
"Movie Quick Quiz"
"Today's Ballgame"
1425 S. Racine Ave.
* Harold R. Gingrich
Package programs
* International Wrestling
Films
"Wrestling Matches"
"Raymond Massey Reads the
Bible"
Open end and custom films
520 N. Michigan Ave.
9 S. Clinton St.
* Jewell Radio & Television '85 N. Wabash Ave.
Productions
Made-to-order shows
Ml 2-0128 Bernard Howard
WA 2-7488
Ml 2-5231
HA 1-0409
Ml 2-7021
AN 3-5337
Fl 6-4474
Bernard Berman
Stuart V. Dawson
Fred C. Raymond
Harold R. Cingrich
Russ Davis
|ohn R. Cuenther
lames E. lewell
Producer
' Kling Studios
'Hormel All-Girl Revue"
'Old American Barn Dance'
Herbert S. Laufman & Co,
Mr. Wazard"
*MCA TV Ltd.
"Stars Over Hollywood"
"Famous Playhouse"
* Morton Television Pro-
ductions
'This Is the Story"
* Movie Advertising Bureau
United Film Service
Commercials
* Sidney J. Page Television
Productions
"Your Visiting Nurse"
* Republic Television Fea-
tures
*Sherwin Robert Rodgers
Commercials
"Snader Telescription
Sales Corp.
'Telescription Library"
'Washington Spotlight"
'Dick Tracy"
Tressel Studio
"Captain Breeze"
"Sterling and Silverplate'
* United Broadcasting Co
'Mr. Wizard"
"Old American Barn Dance"
"Lutheran Hour"
* Vogue Wright Studios
"Dr. Fixum"
"Visiting Nurse"
Raphael G. Wolff Studios
of Hollywood
Commercials, Documentaries
Address
601 N. Fairbanks
Phone
Contact
DE 7-0400 Fred Niles
624
S.
Michigan Ave.
430
N
Michigan Ave.
360
N
Michigan Ave.
333
N
Michigan Ave.
WE 9-2302 Herbert S. Laufman
DE 7-1100
CE 6-4144
M. B. Lipsey
Raoul Kent
Mr. Morton
203 N. Wabash Ave.
ST 2-7344
lack |. Page
64 E. Lake St.
720 N. Michigan Ave.
ST 2-0460
SU 7-5706
Capico Kapps
59 E. Van Buren
S. R. Rodgers
WE 9-5466 George Fisher
59 W. Hubbard St. su 7.1297
301 E. Erie St.
SU 7-9114
469 E. Ohio St.
221 N. LaSalle St.
George Tressel
William L. Klein
MO 4-5600 Ceorge T. Becker
RA 6-4626 Carl W. Webster
FILM COMMERCIAL PRODUCERS: cross-section of firms and their clients
HOLLYWOOD
Producer
Address
Phone
Clients*
Jerry Fairbanks Inc.
6052 Sunset Blvd.
HU 2-1101
White Owl Cigars
Paul J. Fennell Inc.
1159 N Highlands Ave.
GL 1657
General Foods
Filmcratt Productions
8451 Melrose
WE 3-9281
Standard Oil Co. of
California
Five Star Productions
6526 Sunset Blvd
HE 4807
Cory Corp.
Roland Reed Productions
275 S. Beverly Drive
CR 6-1101
General Mills
Sterling Drug
Hal Roach Studios Inc.
8822 W. Washington Blvd.
TE 0-2761
Liebmann Breweries
Screen Televideo Products
328 S. Beverly Drive
HI 1158
DuPont
John Sutherland Produc-
tions
201 N. Occidental Blvd.
DU 2-8211
United Fruit
United Productions of
America
40 W. Olive Ave.
CH 7171
Brewing Corp. of
America
N EW YORK
Producer
Address
Phone
Clients*
American Film Producers '600 Broadway
PL 7-5915
Animated Productions
Audio Productions
194
1600 Broadway
630 9th Ave.
CO 5-2942
CO 5-6771
Palm Beach Co.
Servel Inc.
Kclvinator
Borden
Prodi
Address
Phone
Caravel Films
Shamus Culhane Produc-
tions
Depicto Films
Peter Elgar Productions
Elliot, Unger & Elliot
Film Graphics
Filmwright Productions
Hankinson Studio
Hartley Productions
International Movie Pro-
ducers Service
Kaleb Film Co.
730 5th Ave.
207 E. 37th St.
364 W. 54th St.
18 E. 53rd St.
130 W. 57th St.
245 W. 55th St.
CI 7-6110
MU 2-8243
CO 5-7621
MU 8-5626
|U 6-5582
|U 6-1922
3 E. 57th St.
15 W. 46th St.
20 W. 47th St.
515 Madison Ave.
19 W. 44th St.
EL 5-6038
|U 6-0133
|U 2-3960
EL 5-6620
Contact
Borden
Johnson & Johnson
American Tobacco
Socony Vacuum Oil
Toni Home Permanen
Standard Brands Inc
Chesebrough Mfg.
Lever Bros.
Bristol-Myers
Prince Gardner
( billfolds)
Woodbury
Lever Bros.
Goodyear Tire &
Rubber
Aluminum Cooking
Utensil
Commercial Solvents
Corp.
Procter & Gamble
General Foods
Brewing Corp. of
America
DuPont
Celanese Corp. of
America
Bayuk Cigar
Standard Brands
MU 2-0144 Coca Cola Bottling
Co. of New York
SPONSOR
Producer
Kcnco Productions
Herbert Kerkow
Robert Lawrence Produc-
tions
Lewis Sound Films
MPO Productions
National Screen Service
Corp.
Ted Nemeth Studios
Gray-O'Reilly Studio
RKO Pathe
Sarra Inc.
Screen Gems Inc.
Seaboard Studios
Address
333 W. 52nd St.
480 Lexington Ave.
418 W. 54th St.
75 W. 45th St.
15 E. 53rd St.
1600 Broadway
729 7th Ave.
480 Lexington Ave.
625 Madison Ave.
200 E. 56th St.
729 7th Ave.
157 E. 69th St.
Fletcher Smith Studios
Sound Masters Inc.
Wilbur Streech Produc-
tions
321 E. 44th St.
165 W. 46th St.
1697 Broadway
Phone
Contact
PL 7-8466 R. |. Reynolds To-
bacco
Procter & Camble
EL 5-0683
JU 2-5242
Conoco
Lite magazine
R. ). Reynolds To-
bacco
LU 2-1322 Emerson Drug
Polaroid
Schaefer
Wildroot
MU 8-7830
CI 6-5700
CI 5-5147
Nash
General Electric
Ceneral Electric
Ronson
Celanese Corp. ot
America
PL 3-1531
American Chicle
Campbell Soup
Ceneral Mills
PL 9-3600
MU 8-0085
CI 5-5044
RE 7-9200
MU 5-6626
PL 7-6600
|U 2-3816
Armour
Universal Cas Range
Mars Inc.
Pure Oil Products
Cold Seal Co.
Stopette
Procter & Camble
Schlitz Brewing
BVD Co.
DuPont
Minute Rice
Nash
Bristol-Myers
Bristol-Myers
B.iyuk Cigar
Cities Service
Producer
Bill Sturm Studios
Addr
734 Broadway
Telamerica Inc.
Television Graphics
Tempo Productions
Transtilm
Video Varieties
Vidicam Pictures Corp.
270 Park Ave.
245 W. 55th St.
588 5th Ave.
35 W. 45th St.
41 E. 50th St.
240 E. 39th St.
Phone
OR 7-7270
Contact
EL 5-1422
IU 6-1922
PL 7-0744
LU 2-1400
MU 8-1162
MU 6-3310
American Tobacco
Curtis Publishing
Seaforth
R- I Reynolds To-
bacco
Colgate-Palmolive-
Peet
Procter b Camble
R- |. Reynolds To-
bacco
American Tobacco
Zippo
Wildroot
National Carbon
Jacques Kreisler
Corp.
Falstaff Brewing
Swans Down (cake
mixes)
RDX
Personal Products
CHICAGO
Producer
Chicago Film Lab Inc.
Kling Studios
United Broadcasting Co.
Vogue-Wright Studios
Address
Phone
56 E. Superior St.
WH 4-6971
601 N. Fairbanks
301 E. Erie
237 E. Ontario
DE 7-0400
SU 7-9114
Clients*
O'Cedar
Allis-Chalmers
Swift
Nescafe
Quaker Oats
Elgin Watch
Admiral
Brach Candy
Illinois Meat Co.
National Radiator
Marshall Field
Greyhound Bus
DE 7-8350 C. A. Swanson
Spring Air Co.
-
-
FILM MUSIC
sound track
for use in films
• Dramatic Shows
• Sport Shows
• Video Spots, etc.
Used Exclusively By
| NBC-TV I
March ot Time TV
and others
I FILMUSIC CO. 1
6 79 W. 54th St., New York City
JUdson 6-4155-6
in Hollywood Hillside 4687
"one of the world's largest
music -on -track libraries"
14 JULY 1952
Film Libraries-/
Now is the time to CHECK your prints \f
Are some of your old films
□ Dirty?
□ Oily?
□ Dried out?
Are some of your new films
□ Tacky?
□ Scratched?
□ "Rainy"?
If the answer is "Yes" to any of these questions,
your next step is to have such films
PEERLESS- Serviced
Services include cleaning... repairs... rehumidifica-
tion... scratch removal. ..and the famous Peerless-
Treatment that guards against future damage,
makes your films screen better and last longer.
JEERLESS
FILM PROCESSING CORPORATION
165 WEST 46th STREET, NEW YORK 36, NEW YORK
959 SEWARD STREET, HOLLYWOOD 38, CALIF.
When you write, please meniion size of your library and
maximum number of prints you could spare at one time, for
cleaning and treatment.
195
SYNDICATORS:
sales agents for their own shows and/or for shows filmed by others
Syndicator
Shows available and length (in minutes)
Beacon Television Features
420 Boylston St.
Boston, Mass.
Commonwealth 6-6881
B. C. Keane
CBS Television Film Sales
485 Madison Ave.
New York 22, N. Y.
PLaza 5-2000
Fred Mahlstedt, Director
Consolidated TV Sales
Sunset at Van Ness
Hollywood 28. Cal.
Hollywood 9-6369
Peter M. Robeck, Nat'l Sis Mgr.
New York Office:
25 Vanderbilt Ave.
New York 17, N. Y.
Murray Hill 6-7543
Halsey V. Barrett, East. Sis. Mgr.
DuMont Film Department
515 Madison Ave.
New York 22, N. Y.
Murray Hill 8-2600
Donald A. Stewart, Coordinator
DuMont Teletranscription
i Same address and phone as above)
Bob Woolf, Manager
Jerry Fairbanks, Inc.
6052 Sunset Blvd.
Hollywood, Calif.
Hudson 2-1101
George Ellis, Sis. Mgr.
N. Y. Office:
551 Fifth Avenue
New York 17, N. Y.
MU 2-5171
Guild Films, Inc.
5746 Sunset Blvd.
Hollywood, Cal.
510 Madison Ave.
New York 22, N. Y.
PLaza 3-4170
Rubin R. Kaufman
Nat V. Donato
INS — Telenews
235 E. 45th St.
New York 17, N. Y.
Murray Hill 7-8800
Robert Reid
Major TV Productions, Inc
RKO Pathc Studios
Culver City, Cal.
N. Y. Office:
RKO Building
New York 26, N. Y.
PLaza 7-6990
Mauric Cresham, C en. Sis. Mgr.
March of Time
369 Lexington Ave.
New York 17, N. Y.
Judson 6-1212
Frank Shea, Sis. Mgr.
Charles Michelson, Inc.
15 W. 47th St.
New York 19, N. Y.
PLaza 7-0695
Charles Michelson
Monogram Pictures Corp.
1560 Broadway
New York 19, N. Y.
PLaza 7-3070
Lloyd Lind
William Morris Agency
1740 Broadway
New York 19, N. Y.
ludson 6-5100
Coin' Places with Gadabout Caddis — 15 m.
Gene Autry — 30 m.
Holiday in Paris — 30 m.
Hollywood on the Line — 15 m.
Range Rider — 30 m.
Strange Adventure — 15 or 30 m.
The Case of Eddie Drake — 30 m.
The Files of Jeffrey Jones — 30 m.
Vienna Philharmonic — 15 m.
World's Immortal Operas — 30 m.
The Best Things in Life— 15 or 30 m.
Jump Jump of Holiday House — 15-m. strip
The Adventures of Cyclone Malone — 15-m. strip
The All-American Football Came of the Week — 30 m.
Hy-Lights— 15 m.
Scotland Yard — 30 m.
Speed Classics — 30 m.
Weather Forecast Jingles — 30 sec.
Jingle Dingle — 15 sec.
Holiday of Dreams — 5 m.
In the Fashion Spotlight — 5 m.
Streamlined Fairy Tales — 15 m.
• Shows available only to DuMont affiliates!
Rocky King, Detective — 30 m. dim. availability)
Johns Hopkins Science Review — 30 m. (sustaining)
Pentagon-Washington — 30 m. i sustaining!
Life Is Worth Living — 30 m. (sustaining)
Crusader Rabbit — 5-m. strip
Front Page Detective — 30 m.
Going Places with Uncle George — 10 m.
Hollywood Half Hour — 30 m.
Hollywood Theatre — 30 m.
Jackson and Jill — 30 m.
Paradise Island — 15 m.
Public Prosecutor — 15 m.
Ringside with the Rasslers — 60 m.
Television Closcups — 5 m.
The Guild Theatre — 30 m.
Hello, Darling — 15 m.
Gallagher's Travels — 15 m
Close-Up — 15 m.
Adventures in Storyland — 15 m.
Lash of the West — 15 m.
Guild Sports Library (400 selections)
Telenews Daily — 12 m.
Telenews Weekly Review — 18 m.
This Week in Sports — 15 m.
All Nations Symphonies — 15 m.
It's a Small World
Feature Films
Thrilling Bible Dramas
Crusade in the Pacific — 30 m.
March of Time Through the Years — 30 m.
Ballet in France — 15 m.
American Wit & Humor — 15 m.
Capsule Mysteries — 5 m.
Blackstone. the Magician — 15 m.
Highlights of Famous Diamonds — 1 m.
Alaska — 76 m.
And So They Were Married — 79 m.
Betrayed — 67 m.
China's Little Devils — 75 m.
Forever Yours — 84 m.
I Killed That Man— 71 m.
Klondike Fury — 63 m.
Lady Let's Dance — 85 m.
The Unknown Cuest — 64 m.
Federal Bullets — 61 m.
All types of dramatic shows — 15 and 30 m.
Motion Pictures tor TV
655 Madison Ave.
New York 22. N. Y.
Templeton 8-2000
Sy Wcintraub
Music Corp. of America
Syndication Dcpt.
598 Madison Ave.
New York 22, N. Y.
Plaza 9-7500
D3VC Sutton
Funny Bunnies — 5 or 15 m.
Ship's Reporter — 15 m. strip
Superman — 30 m.
The Clue — 15 m.
Wrestling Highlights — 15 m.
Your Beauty Clinic — 15 m.
NBC Film Syndication Div.
30 Rockefeller Plaza
New York 20, N. Y.
Circle 7-8300
John B. Cron
Over 200 dramas under your own program title — 30 m.
(mystery, melodrama, comedy, adventure)
Kit Carson — 30 m.
Man in the Iron Mask — 30 m.
Dangerous Assignment — 30 m.
Hopalong Cassidy — 60 m.
The Daily News Review — 71-i m. strip
NBC News Review of the Week — 12'/2 I
Syndicator
Official Films
25 W. 45th St.
New York 36, N. Y
PLaza 7-0100
Inc.
Shows available and length (in minutes)
Four Star Playhouse — 30 m.
Robert Cummings Show — 30 m.
Impulse — 30 m.
Terry & The Pirates — 30 m.
Joe E. Brown Show — 30 m.
Secret File U. S. A— 30 m
Tales of Robin Hood — 30 m.
Rocky Jones. Space Ranger — 30 m.
William R. Coodheart,
r-
Willie Wonderful— 15 m.
Female of the Species — 30 m.
Lucy Chase, Woman Investigator — 30 m.
Love Story Theatre — 30 m.
Confessions Theatre — 30 m
Paramount Televisi
on Prod.
1501 Broadway
Time for Beany — 15 m. strip
New York 36. N. Y.
Wrestling from Hollywood — 20 m. or 60 m.
Bryant 9-8700
Hollywood Reel — 15 m.
John Howell
Peerless Television
Prod.
729 Seventh Ave.
New York 19, N. Y.
on request
Plaza 7-2765
George Shupert
PSI-TV
68 British features
221 W. 57th St.
Foodini The Croat — 30-15 m.
New York 19
American Sports Show — 15 m.
JU 6-4830
China Smith — 30 m.
Andrew P. Jaeger
RKO-Pathe, Inc.
625 Madison Ave.
New York 22, N. Y.
Sportreels — 10 or 15 m.
PLaza 9-3600
Edward Evans
Screen Gems, Inc.
729 Seventh Ave.
New York 19, N. Y.
TV Disc Jockey Toons — 3 '4 m.
Circle 5-5044
Music to Remember — 30 m.
Ralph Colin
Hollywood Newsrecl — 15 m.
1438 N. Cower
Hollywood, Cal.
Jules Bricken
Simmei-Meservey, Inc.
321 S. Beverly Drive
Beverly Hills. Cal.
Bradshaw 2-3874
Louis C Sinimel, Pres.
Snader Telescription Sales
328 S. Beverly Drive
Beverly Hills. Cal.
CR 5-1114
N. Y. Office:
229 W. 42nd St.
Longacre 4-3971
New York 36, N. Y.
E. Johnny Graff
Specialty Television Films
1501 Broadway
New York 36, N. Y.
LOngacre 4-5592
Jules B. Weill
Ghost Towns of the West — 15 m.
Telescriptions Library =1 — 3V4 m.
Telescriptions Library -2 — 31/g m.
Dick Tracy — 30 m.
Washington Spotlight — 15 m.
This is the Story — 15 m.
Kid Magic — 15 m.
Dr. Fixum — 15 m.
Station Distributors, Inc.
40 E. 51st St.
New York 22. N. Y.
Plaza 9-4953
J.iv Williams
Buster Crabbe Show — 30 m.
Big Game Hunt — 30 m.
Feature Films
Football This Week— 15 m.
Tom Tyler — 30 m.
Roller Derby — 30 m.
Maggi McNellis — What's Playing — 15 m.
Sterling Television Co., Inc.
316 W. 57th St.
New York 19. N. Y.
ludson 6-3750
S. J. Turell
Enchanted Music — 30 m.
Cafe Continental — 15 m.
Armchair Adventure — 30 m.
Handy Andy — 15 m.
Vienna Choir Boys and the Salzburg Marionettes-
30 m.
Sports on Parade — 15 m.
What's the Record— 3' 2 m.
Junior Crossroads — 15 or 30 m.
The Feminine Touch — 15 m.
King's Crossroads — 30 m.
Meet the Victim — 15 m.
Syndicated Television Prod.
1000 Cahuenga Blvd.
Hollywood 38. Cal.
Maury Cresham
TV-Unlimited, Inc.
341 Madison Ave.
New York 17, N. Y.
MU 3-3881
Herbert Rosen
Invitation Playhouse — 15 m.
TeeVee Company
445 Park Ave.
New York 22 N. Y.
PLaza 9-8000
Saul Reiss
J. Walter Thompson Co.
420 Lexington Ave.
New York 17. N. Y.
MUrray Hill 3-2000
Howard Reilly
Vienna Musicals
Famous Operas & Operettas
Adventures in Stamps
Paris Fashion Parade
Little Theatre— 15 m.
Foreign Intrigue — 30 m.
20th Century
Corp.
444 W. 56th St.
New York
CO 5-3320
Peter Levathes
Phil Williams
Fox Film
Crusade in Europe — 30 m.
Children's Newsrecl — 15 m.
United Artists Television
729 Seventh Ave.
New York 19, N. Y.
Circle 5-6000
J. Mitchell
John Kieran's Kaleidoscope — 15 m.
Telesports Digest — 30 m.
Unk & Andy — 15 m.
The Feminine Angle — 15 m.
Washington Close-up — 15 m.
Tele-Disc Jockey — 3 m.
Clete Roberts World Report— 15 m.
View the Clue— 15 m.
Syndicates
Shows available and length (in minutes)
Newsreels — 12-15 m.
United Press-Movietone
220 E. 42nd St.
New York 17, N. Y.
Murray Hill 2-0400
LeRov Keller
United Television Programs Cowboy C-Men— 30 m.
444 Madison Ave. J h e, Chimps— 15 m.
New York 22, N. Y. Hollywood Off-Beat — 30 m.
Plaza 3-4620 Fashion Previews — 15 m.
Aaron Beckwith R °V al Playhouse— 30 m.
Rebound — 30 m.
United World Films
445 Park Ave.
New York 22, N. Y.
Plaza 9-8000
Norman Cluck
Vogue-Wright Studios
469 E. Ohio St.
Chicago, III.
MOhawk 4-5600
Lloyd C. Nelson
Old American Barn Dance — 30 m. Big Town — 30 m.
Sleepy |oe — 30 m
Movie Quick Quiz — 15 m.
Double Play with Durochcr & Day — 15 m.
File Facts — 5 m.
Worlds of Adventure — 15 m.
Paradox — 5 m.
Sports Schoiar — 15 m.
Stranger than Fiction — 15 m.
Headlines on Parade — 15 m.
Coing Places — 15 m.
Football Extras — 5 m.
The Fighting Man — 30 m.
Dr. Fixum Household Hospital — 15 m.
Louis Weiss & Co.
655 N. Fairfax Ave.
Los Angeles 36, Cal.
WEbster 5287
Louis Weiss
Woodruff Television Prod.
1022 Forbes St.
Pittsburgh 19, Pa.
Court 1-3757
R. C. Woodruff
Ziv Television
488 Madison Ave.
New York 22. N. Y.
Murray Hill 8-4700
Kurr Blomberg
Craig Kennedy, Criminologist — 30 m.
The Thrill of Your Life— 30 m.
The Soortsman's Club — 15
Your TV Theatre— 30 m.
Boston Blackie — 30 m.
The Cisco Kid— 30 m.
Sports Album — 5 and 15 m
Story Theatre — 30 m.
Yesterday's Newsreel — 15 m.
The Unexpected — 30 m.
The Living Book — 30 m.
Walter Lantz Cartoons — 10 m
*Some producers sell their own shows. See producers list in previous section.
ALLIED SERVICES:
Cross-section of firms ttiiling producers ( \»»«r York only)
CAMERAS (accessories, sales, rentals, etc.)
Camera Equipment Co., 1600 Broadway, JU 6-1420
Camera Mart, Inc., 70 W. 45th St., MU 7-7490
J. A. Maurer, Inc., 37-01 31st St. (Long Island City), ST 4-4600
National Cine Equipment, Inc., 20 W. 22nd St., OR 5-0677
Ruby Camera Exchange, Inc., 729 7th Ave., CI 5-5640
S.O.S. Cinema Supply Corp, 602 W. 52nd St., PL 7-0440
FILM LABORATORIES
Consolidated Film Industries, Division of Republic Pictures Corp., 1740
Broadway, JU 6-1700
De Luxe Labs.. Inc.. 850 10th Ave., CI 7-3220
Du Art Film Labs.. 245 W. 55th St.. PL 7-4580
Filmlab. Inc., 126 W. 46 St., LU 2-2863
Guffanti Film Labs.. Inc., 630 9th Ave.. CO 5-5530
Mecca Film Labs.. Inc.. 630 9th Ave.. CI 6-5289
Mercury Film Labs.. Inc.. 723 7th Ave.. CI 5-4930
Movielab Film Labs., Inc.. 619 W. 54th St.. JU 6-0360
Pathe Labs.. Inc.. 105 E. 106th St.. TR 6-1120
Precision Film Labs.. Inc.. 1600 Broadway. JU 6-2788
MISCELLANEOUS FILM SERVICES
(treatment, titling, ship-
ping, storage, etc)
Bonded Film Storage Co.. Inc., 630 9th Ave.. JU 6-1030
Comprehensive Service Corp.. 245 W. 45th St., CO 5-6767
Modern Talking Picture Service, 45 Rockefeller Plaza. JU 6-5530
National Screen Service Corp.. 1600 Broadway, CI 6-5700
Peerless Film Processing Corp., 165 W. 46th St., PL 7-3630
Titra Film Labs.. Inc., 1600 Broadway, JU 6-2788
Vacuumate Corp.. 446 W. 43rd St.. LO 4-1886
Video Expediting & Library Service, Inc., 141 E. 44th St.. MU 7-0554
1 Du Mont Television
Film Sales
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MAY ... 8 Sales Reps!
JUNE ... 10 Sales Reps!
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series (15 minutes) features:
HOME Audience Participation
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New York 22, N. Y. Eldorado 5-1382 [
14 JULY 1952
197
FILM TRENDS
I Continued from page 187 I
Q. Will Hollywood or New York
eventually become the center of
TV film operations?
A. Andy Jaeger of Procktor Produc-
tions says. "If you utilized all the stu-
dios in New York, Hollywood, Rome,
Buenos Aires, Berlin, and London,
there wouldn't be enough space to
make film to meet all needs." Hence
both centers will play important roles,
each in its own way.
Q. What are some of the top ad-
vertising agencymen's viewpoints
on live vs. film programing?
A. Walter Craig. Benton & Bowles
radio-TV vice president, says "There's
a certain quality of personal being that
comes through in a live performance.
Furthermore there's a satisfaction to
the viewer in knowing that a show is
being done for them right now. That's
why a good Broadway play draws
capacit) audiences at prices ranging
up to $7.20 a seat."
Lewis H. Titterton, Compton's vice
president-director of radio-TV, be-
c
a r a ve I
e evision
— gives you the exclusive
services of a specialized TV depart-
ment staffed by people who confine
their talents to your TV film requirements.
This department works for you through Frank
Seaver, vice-president, and Calhoun McKean,
executive producer, —
- backed by 30 years of Caravel
production know how.
CARAVEL FILMS, INC.
730 Fifth Ave.
Circle 7-6111
lieves that straight audience participa-
tion shows come off best live, but that
comedians, drama, and variety shows
can best be done on film.
Q. What are some typical exam-
ples of sponsors who are placing
film programs via spot TV?
A. Here are three representative cases
of sponsors who have chosen the spot
TV film path, rather than network pro-
graming, as their vehicle:
1. Packard Motor Company, after
some bitter experiences in both net-
work program qualih and in clearing
network TV time, has been airing a
film program, Rebound, in some 19
major markets. These cities — which
range from New York to Seattle — are
all areas in which Packard's potential
for results was highest, based on their
past sales records. In 14 of the 19
markets. Packard I via Maxon agency)
is on the air on Thursdays, Fridays,
and Saturdays. This is important to
the motor firm since viewers are
reached in time for them to stop at
dealers and look over the new models
on the weekend.
2. Ballantine, long a pioneer in spot
TV programing (primarily using
sports), is "national' in the sense that
its beer and ale is advertised and sold
from coast to coast. However, its
heaviest sales and heaviest competition,
particularly in ale sales, is in the East.
To bolster nearly a dozen Eastern mar-
kets. Ballantine bought the slickly-
produced Foreign Intrigue series, sub-
sidizing production from the begin-
ning. Then, through J. Walter Thomp-
son, the program was placed on a spot
basis, often crossing network lines to
do it. Some choice slotting has re-
sulted. Sample: At 10:30 p.m. on
Thursdays. WNBT. New York. This
takes advantage, in somewhat marginal
time, of the accumulated "block view-
ing" to earlier TV mysteries on the
same night, such as T-Men in Action,
Gangbusters. and Martin Kane. Mean-
while, agency and client have syndi-
cated the show in other markets to
other advertisers and are doing much
to recoup the show's costs, which aver-
age around $22,000 to $25,000 for
each episode.
3. Kellogg, not long ago. was about
to launch a new product, Corn Pops.
In the competitive field of breakfast
cereals, where proper advertising sup-
port and merchandising follow-through
is a "must," Kellogg decided that a
198
SPONSOR
keystone in the market-by-market in-
troduction was to be spot program TV.
Accordingly, Kellogg bought a rous-
ing Western series, Wild Bill Hickok,
produced with the classic Hollywood
know-how in the making of "horse
operas." The first distribution started
on the Pacific Coast, and then moved.
in jumps, toward the East. Placing
the show through spot channels, Kel-
logg was able to match closely its TV
coverage for the product with the
growing distribution.
At latest report, Wild Bill Hickok
had grown from its single-area start
to cover some 50 major TV markets,
about 80% of the nation's total TV
markets. In almost all cases, Kellogg
had good opportunities and plenty of
time to pick good TV time slots, occa-
sionally arranging for the spot buy
first, and then starting distribution
later. In all cases, Kellogg got just
the coverage it wanted — no more.
For example of how Kellogg ties in
its program and its merchandising, see
pictures on page 186 and 187. The
Battle Creek firm has turned its pack-
ages into audience promotion for the
program via pictures of the stars. And,
in turn, the packages become point-of-
sale reminders to buy for viewers of
the show.
4. Van Camp Sea Food Company,
for its Chicken of the Sea Brand and
White Star Brand Tuna, signed last
month for a sizable film campaign fea-
turing a new series of Hopalong Cas-
sidy Westerns. The series is being shot
now in Hollywood, and will feature
Bill Boyd as the famous Hoppy in a
tailored-for-TV format of half-hour
length.
The big packing company was quick
to snap up the series when it was an-
nounced by NBC-TV Film Syndication
LAWRENCE F. SHERMAN. JR.
Motion Picture Editorial Service
• TELEVISION
• COMMERCIAL
• THEATRICAL
630 Ninth Avenue
New York 36, N. Y.
Luxemburg 2-2988
that a shooting schedule was going to
start. Hopalong Cassidy has already
proved a durable vehicle through the
multiple runs and re-runs of old fea-
ture-style Westerns in many markets
for sponsors ranging from General
Foods to local retailers.
Present plans of Van Camp call for
the new series to be televised in al-
most 50% of the nation's leading TV
markets, with spot buying being han-
dled by the firm's ad agency, Brisacher,
Wheeler. It will be backed heavily
with publicity and merchandising
drives.
Q. Can spot advertisers with film
shows clear time?
A. The Katz Agency, which has been
studying the problem closely, says
yes — emphatically. They advance the
case histories of these advertisers as
proof. The Electric Companies Adver-
tising Program sponsors Electric The-
atre (through N. W. Ayer). They have
33 markets. In 17 of these markets, the
broadcasts are on between 8:00 and
10:00 p.m. — local time. In Philadel-
phia and Wilmington they're on at
6:00 p.m., Sunday. In four markets
they start at 11:00 p.m.
Gruen Playhouse has cleared 35 mar-
kets on a spot basis. Of the 35 clear-
ances, 28 are between 7:00 and 11:00
p.m. Included are such top markets as
Rochester, St. Louis, New Orleans,
Seattle, Des Moines, and Boston.
Q. What looms in the future for
the feature film rental industry?
A. According to industry" estimates
the current film rental business runs
to about $20,000,000. But this is small
change compared to what seems des-
tined for the future. With hundreds
of local stations slated for operation
in the next few years, it's certain that
feature film showings will play a ma-
jor role in filling up local station pro-
gram schedules.
As for supplying the stations with
film features, there won't be any diffi-
culty there. Hollywood and British
moviemakers can supply increased
needs and, independent movie makers
like Hal Roach and Edward Small, can
sell their products a day after they
finish production, unlike West Coast
and English products that don't appear
on TV screens until they're five to 10
years old.
Q. How do feature film rental or-
ganizations determine price?
A. There is no absolute yardstick for
determining price and it's pretty much
a matter of negotiation between the
film renter and the local station. George
Shupert, vice president of Peerless
Television Productions, says price is
determined by these factors: (1) sta-
tion's card rate (2) number of sets in
station's coverage area, (3) number of
stations in the area. Most important:
the renting firm's knowledge of a par-
ticular market. For example, although
Philadelphia ranks among the first five
in number of receivers, the prices to
be gotten there aren't as high as in
other markets that are further away
from network lines.
Peerless rents 26 features in a block
— none individually — and the rental
rate is determined in addition to the
factors mentioned above, by frequency
of film run — one run in six months,
two or four runs a year, etc.
Arche Mayers, president of Unity
Television Corporation, echoes, Shu-
pert's sentiments. The future of the
business promises to be "terrific."
Price determining factors, he adds, are
"quality of films, whether they're first
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14 JULY 1952
199
Precision Now Offers
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Unmatched Facilities For
1 6111111 Processing!
Here at Precision, we are constantly revising our film processing
technique; utilizing new engineering principles and new machin-
ery which enahle us to offer 16mm producers the finest processing
service they will he aide to find anywhere.
Here are some of the it«»ir types of et/aip-
1114'isi that rnahe i*reeision a leader amona
film proeessina laboratories:
New I ( >ni in Developing Machines
automatically operated — Maurer-de-
signed lo handle the complete range
of 16mm work — negative or positive
promptly and efficiently.
Automatic Temperature and Air
Control built to a Maurer design.
Rigidly maintain every technical con-
dition necessary to the finest 16mm
procc*>ing.
Electrically Heated and ( iontrolled
Drying; Cabinets on each new de-
veloping machine turn out high
quality film, waxed and ready for
immediate projection.
Precision Film Laboratories — a di-
vision of J. A. Maurer, Inc., lias 14
years of specialization in the 1 6mm
field, consistently meets the latest de-
mands /or higher quality and speed.
New Electronic Printer: For the re.
production of magnetic sound to
16mm either independently or in
combination with picture prints.
New Control Strip Printers operate
without notching original — produce
fades a:id dissolves from A&B rolls
— incorporate filter changes between
scenes.
PRECISION
FILM LABORATORIES, INC.
21 West 46th St.
New York 19, N.Y.
JU 2-3970
run in that particular area, or whether
there exists a shortage of film in a cer-
tain given area."'
"As for film purchases," says May-
ers, "that, too, is a matter of negotia-
tion between ourselves and motion pic-
ture producers." * * *
MEN, MONEY, MOTIVES
{Continued from page 12 I
under-statement asks the question:
"How do you budget for advertising
1 in the L .S.A. I and invest in market
research (of the U.S.A. I if you see
every likelihood of losing your invest-
ment?"
* * *
A second speaker at the Advertising
Federation convention also took up the
tariff threat. Perle Mesta. our Ameri-
can Minister to Luxembourg, was con-
siderably blunter than Sir Miles. "We
talk about the beauties of free enter-
prise. And then we put shackles on
theirs. This is hurting us overseas,
and I don't think it is doing us any
good at home. ... It is a situation
which the Soviets are quick to exploit.'"
>fc :j; ^
Advertising itself tends to be an in-
ternational industry. There are Ameri-
can admen colonized in numbers in
London. Paris. Bonn, Mexico Cit\ .
and other foreign capitals. British ad-
vertising brains are directly employed
in New York, and we don't just mean
at Hewitt. Ogilvy, Benson & Mather.
Advertising and advertising men would
appear to have everything to gain
from the maximum of freedom in ex-
port-import terms. They have very
little to gain from tariff-erected home
market monopolies. It is not neces-
sary to name names. Suffice that com-
panies that kill competition by politi-
cal string-pulling are not notable for
meeting competition, or needing to, by
advertising.
-fc 'S -H
Already American television has
spilled across international boundaries
into Canada and Mexico. Radio has
a lively export market (admittedly set
back a lot by the war and the Com-
munist upheaval in Asia I , but still the"
fact is well established that radio pro-
grams are exportable and importable
commodities. Let's fight for open
doors, not closed doors. That way it s
nicer for more people, and for de-
mocracy .
• • •
200
SPONSOR
> WTIC's 50,000 Watts represented nationally by Weed"& Co. • Paul W. Morency, Vice-Pres. — Gen. Mgr., Walter Johnson, Asst. Gen. Mgr.— Sales Mgr.
14 JULY 1952 201
In preparing this tabulation on time costs for
20-second film spots for members, the Association
of National Advertisers selected that time segment
as type most commonly used by national adver-
tisers, and Class "A" because the ANA's radio-TV
committee felt advertisers were most interested in
ANA Study of TV time cost-per-1,000 seti
V/ :.
City
Station
Call
Letters
Estimated
TV Sets in
Station Area J
Jan. 1 '51
.Ian. 1 '52
Seven Station
Cities-
New York
WNBT
WCBS-TV
WJZ-TV
WABD
WOR-TV
WPK
WATV
2,050,000
2,800,000
Los Angeles
KNXT"
KTLA
KECA-TV
801,000
1, 090, 00C
a - Formerly KTSL
b-Formerly KFI-TV
KNBH
KTTV
KLAC-TV
KHJ-TV b
Four Station
Cities -
Chicago
WBKB
WNBQ
WENR-TV
WGN-TV
830,000
1.090,000
Washington
WNBW
WTOP-TV
WMAL-TV
WTTG
220,000
324. 000
Three Station
Cities -
Philadelphia
WCAU-TV
WPTZ
WFIL-TV
750,000
1, 001, 000
Detroit
WJBK-TV
WWJ-TV
WXYZ-TV
405, 000
604.000
Cleveland
WEWS
WXEL
WNBK
396,000
568,000
Baltimore
WMAR-TV
WBAL-TV
WAAM
265.000
358, 000
San Francisco
KGO-TV
KPDC
KRON-TV
143,000
315,000
Cincinnati
WCPO-TV
WKRC-TV
WLW-T
220.000
305, 000
Columbus
WBNS-TV
WLW-C
WTVN
120,000
191, 000
Atlanta
WAGA-TV
WSB-TV
WLTV
86, 200
152,000
Dallas-Ft. Worth
WBAP-TV
WFAA-TV
KRLD-TV
100, 600
149,000
Two Station
Cities -
Boston
WBZ-TV
WNAC-TV
642.000
848,000
Minn. -St. Paul
KSTP-TV
WTCN-TV
217, 000
302, 000
Dayton
WHIO-TV
WLW-D
107,000
170, 000
Syracuse
WHEN
WSYR-TV
95. 100
160, 000
Louisville
WHAS-TV
WAVE-TV
73, 300
122, 000
Omaha
KMTV
WOW-TV
55, 800
112,000
MAXIMUM
20-Sec.
Class A Fil
m Rate
Jan. 1,
1951
Jan. 1, 1952
Per
Per M
Per
Per M
Spot '
Sets
Spot "
Sets
$500.00
$.24
$775.00
$.28
525.00
.26
775.00
.28
425.00
.21
550.00
.20
350.00
. 17
425.00
. 15
200.00
. 10
200.00
.07
185.00
.09
200.00
.07
130.00
.06
130.00
.05
80.00
. 10
300.00
.28
165.00
.21
230.00
.21
150.00
. 19
220.00
.20
165.00
.21
200.00
. 18
150.00
. 19
180.00
. 17
82.50
. 10
115.00
. 11
135.00
. 17
90.00
.08
200.00
.24
325.00
.30
200.00
.24
300.00
.28
175.00
.21
300.00
.28
150.00
. 18
200.00
. 18
100.00
.45
120.00
.37
100.00
.45
120.00
.37
90.00
.41
120.00
.37
90.00
.41
100.00
.31
150.00
.20
300.00
.30
150.00
.20
300.00
.30
150.00
. "9
250.00
.25
$190.00
$.47
$200.00
$.33
200.00
:49
200.00
.33
150.00
.37
200.00
.33
125.00
.32
165.00
.29
125.00
.32
160.00
.28
120.00
.30
150.00
.26
100.00
.38
150.00
.42
100.00
.38
125. 00
.35
95.00
.36
113. 75
.32
55.00
.38
120.00
.38
75.00
. 52
120.00
.38
80.00
. 56
120.00
.38
75.00
.34
135.00
. 44
75.00
.34
130.00
.43
70.00
.32
125.00
.41
100.00
.83
125.00
.65
50.00
.42
100.00
.52
100.00
.83
100.00
.52
80.00
.93
104.00
.68
40.00
.46
78.00
.51
-
60.00
.39
45.00
. 45
80.00
. 54
45.00
.45
80.00
.54
45.00
.45
80.00
. 54
125.00
. 19
250.00
.29
150.00
.23
250.00
.29
$130.00
$. 60
$180.00
$.60
130.00
.60
160.00
.53
50.00
.47
125.00
. 74
50.00
. 47
100.00
.59
80.00
. 84
1 10. 00
.69
77.00
.81
77.00
. 48
65.00
.89
100.00
. 82
60.00
.82
90.00
. 74
70.00
1.25
80.00
. 71
70. 00
1. 25
80.00
. 71
MINIMUM
20-Sec.
Class A Film Rate
Jan. 1,
1951
Jan. 1,
1952
Per
Per M
Per
Per M
Spot
Sets
Spot :
Sets
$500.00
$.24
$775.00
$.28
473.81
.23
699.43
.25
340.00
. 17
440.00
. 16
262. 50
. 13
318.75
. 11
150.00
.07
150.00
.05
148.00
.07
140.00
.05
99.45
.05
110.50
.04
64.00
.08
270.75
.25
132.00
. 16
184.00
. 17
120.00
. 15
176.00
. 16
165.00
.21
200.' 00
. 18
127.50
. 16
153.00
. 14
64.00
.08
89.25
.08
101.25
. 13
67.50
.06
4
' 160.00
. 19
260.00
.24
200.00
.24
300.00
.28
140.00
. 17
240.00
.22
112.50
. 14
150.00
. 14
100.00
.45
120.00
.37
72.00
.33
97.20
.30
67.50
.31
90.00
.28
67.50
.31
100.00
.31
135.00
. 18
270.00
.27
135.00
. 18
270.00
.27
135.00
. 18
225.00
.22
$142. 50
$.35
$150.00
$.25
150.00
.37
150.00
.25
105.00
.26
140.00
.23
106.25
.27
145.00
.26
87. 50
.22
112.00
.20
120.00
.30
150.00
.26
75.00
.28
112. 50
.31
75.00
.28
93.75
.26
71.25
.27
85.25
. 24
44.00
.31
96.00
.30
75.00
. 52
96.00
.30
64.00
.45
96.00
.30
52.50
.24
114.75
.38
52.50
.24
91.00
.30
63.00
.29
112.50
.37
80.00
.67
87.50
.46
45.00
.38
90.00
.47
70.00
.58
70.00
.37
60.00
.70
72.80
.48
30.00
.35
54.60
.36
-
48.00
.32
33.75
.34
60.00
.40
33.75
.34
60.00
.40
33.75
.34
60.00
.40
100.00
. 16
200.00
.24
120.00
. 19
200.00
.24
$110.50
$.51
$153.00
$. 51
ilO. 50
.51
136.00
.45
37.50
.35
85.00
. 50
45.00
.42
90.00
. 53
60.00
.63
82.50
.52
53.90
.57
53.90
.34
52.00
.71
80.00
.66
48.00
.65
72.00
.59
56.00
1.00
64.00
. 57
52.50
.94
60.00
. 54
that classification. Potential circulation was useil
because, among other things, comparable data on
delivered circulation was not uniformly available
for all stations. Set figures are from MBC TV net-
work data charts and the rate information from
"Television Advertising Rate & Data."
or 20-second Class "A" film commercials
111:
City
Station
Call
Letters
Estimated
TV Sets in
Station Area 3
|jan. 1 '5 1
Jan. 1"52
Birmingham
WAFM-TV
WBRC-TV
37,000
88, 300
Davenport-
WHBF-TV
38. 500
85, 100
Rock Is. -
WOC -TV
Moline
Salt Lake City
KDYL-TV
KSL-TV
36,400
70. 200
San Antonio
WOAI-TV
KEYL
37,200
63.400
One Station
Cities -
St. Louis
KSD-TV
239,000
363.000
Pittsburgh
WDTV
2 12,000
358,000
Milwaukee
WTMJ-TV
202,000
306,000
Buffalo
WBEN-TV
171,000
248,000
New Haven
WNHC-TV
130,000
224,000
Schenectady
WRGB
133,000
194, 000
Providence
WJAR-TV
120,000
191,000
Indianapolis
WFBM-TV
88,900
188,000
Kansas City
WDAF-TV
93,200
181.000
Toledo
WSPD-TV
75, 000
148.000
Johnstown
WJAC-TV
61.300
133.000
Lancaster
WGAL-TV
76, 500
131,000
Rochester
WHAM-TV
70, 100
125,000
Seattle
KING-TV
63, 100
125,000
Charlotte
WBTV
50,400
117,000
Houston
KPRC-TV
59, 300
116,000
Memphis
WMCT
70. 100
115,000
San Diego
KFMB-TV
76,000
112,000
Richmond
WTVR
57, 100
105,000
Norfolk
WTAR-TV
50, 500
97, 600
Oklahoma City
WKY-TV
68,000
92,300
Wilmington
WDEL-TV
53, 600
90,000
Miami
WTVJ
50,000
82, 000
Grand Rapids
WOOD -TV
70,000
81,000
Lansing
WJIM-TV
40,000
80,000
New Orleans
WDSU-TV
47,200
78,400
Tulsa
KOTV
58,200
77, 500
Ames
WOI-TV
33, 700
76,000
Greensboro
WFMY-TV
42,000
76,000
Kalamazoo
WKZO-TV
31, 100
69,000
Huntington
WSAZ-TV
32, 500
66,000
Utica
WKTV
33,000
64, 000
Erie
WICU
40, 100
58,900
Nashville
WSM-TV
23,000
54, 800
Jacksonville
WMBR-TV
26,000
52, 000
Binghamton
WNBF-TV
31,300
50,200
Phoenix
KPHO-TV
25. 100
39,000
Bloomington
WTTV
13, 100
21,000
Albuquerque
KOB-TV
7,000
13.000
[maximum
20-Sec.
Class A'Film Rate
Jan. 1.
1951
Jan. 1. 1952
Per
Per M
Per
Per M
Spot
Sets
Spot
Sets
50.00
1.35
50.00
.57
37.50
1.01
50.00
.57
35.00
.91
60.00
. 71
50.00
1.30
60.00
.71
40.00
1. 10
50.00
.71
40.00
1. 10
48.00
.68
45.00
1.21
70.00
1. 10
35.00
.94
65.00
1.03
130.00
. 54
175.00
.48
80.00
.38
100.00
.28
100.00
. 50
150.00
.49
$ 82.50
$.48
$115.50
$.47
120.00 •
.92
132.00
.59
100.00
. 75
100.00
.52
50.00
.42
•115.00
.60
60.00
.67
100.00
. 53
80.00
.86
110.00
. 61
80.00
1.07
100.00
.68
60.00
.98
80.00
.60
60.00
.78
90.00
.69
80.00
1. 14
120.00
.96
55.00
.87
100.00
.80
50.00
.99
100.00
. 85
48.00
.81
80.00
.69
75.00
1.07
105.00
.91
50.00
.66
80.00
.71
60.00
1.05
90.00'
.86
75.00
1.49
90.00
.92
80.00
1. 18
100.00
1.08
$ 60.00
$1. 12
$ 80.00
$.39
65.00
1.30
110.00
1.34
65.00
.93
100.00
1.23
40.00
1.00
60.00
. 75
50.00
1.06
65.00
.83
30.00
. 52
100.00
1.29
25.00
. 74
80.00
1.05
50.00
1. 19
65.00
.86
40.00
1.29
90.00
1.30
36.00
1. 11
72.00
1.09
24.00
.73
65.00
1.02
65.00
1.62
90.00
1.53
30.00
1.30
50.00
.91
40.00
1.54
50.00
.96
30.00
.96
60.00
1.20
40.00
1.59
60.00
1.54
22.00
1.68
30.00
1.42
20.00
2.86
20.00
1. 54
MINIMUM 20-Sec. Class A Film Rate
1 Jan. 1, 1951
Jan. 1, 1952
Per
| Spot °
Per M
Sets
Per
Spot
Per M
Seta
42.50
1. 15
42.50
.48
31.90
.86
42.50
.48
26.25
.68
45.00
.53
37.50
.97
45.00
.53
30.00
.82
37. 50
.53
34.00
.93
40.80
.58
36.00
.97
56.00
.88
29.75
.80
52.00
.82
97.50
.41
131.25
.36
64.00
.30
80.00
.22
100.00
.50
150.00
.49
$82. 50
$.48
$115. 50
$.47
90.00
.69
99.00
.44
80.00
.60
80.00
.41
40.00
.33
92.00
.48
45.00
. 51
75.00
.40
72.00
. 77
110.00
.61
60.00
.80
75.00
. 51
45.00
.73
60.00
.45
40.00
.52
67.50
.52
68.00
.97
96.00
. 77
43.00
.68
82.00
.66
42.50
.84
80.00
.68
38.40
.65
68.00
.59
56.25
.80
78.75
.68
37.50
.49
60.00
.54
54.00
.95
81.00
.77
56.25
1. 11
67.50
.69
60.00
.88
75.00
.81
$ 40.00
$.75
$ 60.00
$.67
50.00
1.00
85.00
1.04
52.00
. 74
75.00
.93
32.00
. 80
48.00
.60
41.25
.87
53.63
.68
27.00
.46
85.00
1. 10
18.75
.56
60.00
.79
40.00
.95
52.00
.68
30.00
.96
67.50
.98
27.00
.83
54.00
.82
19.20
.58
61.00
.95
55.25
1.38
90.00
1.53
24.00
1.04
40.00
.73
30.00
1. 15
37.50
.72
24.00
.77
48.00
.96
34.00
1.35
45.00
1. 15
16.00
1.22
22.50
1.07
14.00
2.00
14.00
1.08
Pi
What niff jor problems do you foresee for radio-TV
tttlvertisers this fall?
I Vice President in Charge of Advertising
Andrew Jergens Company
Cincinnati
The
picked panel
answers
Mr. Campbell
Mr. Keyes
It seems to us
that the primary
problem con-
fronting advertis-
ers using televi-
sion and radio
today is how to
justify the mount-
ing costs tomor-
row. Our clients
are taking second
looks at the rate
of the cost climb. Presumably, in the
fall, time and production costs in tele-
vision, at least, will have climbed even
higher. The advertising agent will have
to justify to his client — and the client
to himself — the increased expense in-
volved in reaching markets with this
media. This will call for more research
and sales analysis to determine the di-
mensions of the viewing audience and
its viewing habits.
One of our clients, Revere Copper
and Brass Incorporated, faced this cost
problem early this spring and solved it
only by increasing their television ap-
propriation. Revere has sponsored
Meet: the Press, the news panel show.
For just over two years. The show is
gent rally regarded as the tops in its
field and as a network I NBC) produc-
tion has gained national attention.
Time costs have doubled since Revere
undertook sponsorship and program
costs, while relatively low, have gone
up commeasuratel) .
Faced with the problem of mounting
costs, Revere and the agenc) had to
jeevaluate the show to determine its
worth as a means of reaching the pub-
lic with the Bevere product story.
Briefly, we all took a hard look and
decided that in this, a Presidential
election year, the increased time costs
would be more than justified. We think
it obvious that Meet the Press would
build its audience during the campaign
year. We felt thus, that Bevere would
not only be able to increase its "hard
selling" efforts on behalf of its cook-
ing utensil line, but the company itself
would gain much added prestige to be
identified as the sponsor of this top
public service program at such an im-
portant time.
Increasing an appropriation is a
pleasant, but b\ no means the satisfac-
tory, way of meeting such a problem.
We propose to take a hard second look
at it at the end of the year. We may
find that it is necessary to return to
radio which still has appeal and which,
with regional networks and joint par-
ticipation deals, may be very attractive
indeed in 1953.
Stanley J. Keyes. Jr.
Executive vice president
St. Georges & Keyes, Inc.
New York
The basic prob-
lem is an old one
that is reappear-
ing once more in
all types of bus-
iness - how to
sell more effec-
tively than com-
petition! Sound,
aggressive leader-
ship from the top
down must be the
Mr. Mahoney
keynote of the fall operation. No soft-
ies or plain ordertakers have any place
in this program. Everyone associated
with radio or television advertising has
to sell. Management must set definite
goals and sell their own organizations
on these plans before anyone else — cli-
ent or agency — can be sold.
Constant realization that the race
still goes to the swiftest. Initiative,
daring, and intelligence will be the
tools of the successful. In our type of
competitive, result-minded economy,
some groups will succeed, while others
fall back. New innovations, gimmicks,
merchandising tie-ups, service to the
community, benefits to the advertisers
— some tangible selling advantages
must be exploited. Complacency or
fear of mistakes — both breed the same
malady — stagnation.
This is a dollar-and-cents business.
Theories, generalities, and fondly re-
membered success stories of the "good
old days" are out. Advertising costs
dollars, and air advertising should pro-
duce sales dollars. I believe it does,
but I think it can be more fully demon-
strated. Coverage maps, ratings, and
rates are very important; but we do
not need reps or stations primarily to
give us that information. Tell us how
other advertisers are getting more out
of their dollar; show us how we can
effectively promote radio or television
advertising as a selling force to our
clients.
Sell with ideas and constructive
imagination, but sell . . . sell . . . sell.
The smart salesmen and merchandisers
will draw the aces and win the pot.
David J. Mahoney
President
David J. Mahoney, Inc.
New York
204
SPONSOR
Mr. Hilton
The problem our
clients and other
advertisers are
experiencing this
fall with respect
to television are
all related to the
single word cost.
It will be a re-
sourceful agency
and advertising
manager who is
able to steer a modest budget advertis-
er into television this fall.
To sidestep the high cost of this me-
dium, our clients this fall will be using
Class C time spots; participations on
daytime shows with the principal deliv-
ering the commercial; inexpensive au-
dience participation in quiz shows;
alternate-week sponsorship.
Peter Hilton
President
Hilton & Riggio
Neiv York
The problem, as
I see it, for cur-
rent radio and
television adver-
tisers is more
acute than ever.
We all know that
TV costs are still
spiralling ... at
the same time
that radio costs
are decreasing.
To decide arbitrarily that one media
is more profitable than another in the
terms of "cost-per-sale" is practically
an impossibility. At what cost point
can we say that radio is better than
TV (or vice versa)?
The big problem that's still with us
is, of course, "where does the small ad-
vertiser fit into the national TV pic-
ture?" You might say they fit in those
programs that are sold on a participat-
ing basis or alternate week basis. But
the small advertiser needs constant
product identification more so than the
big national accounts that have imme-
diate acceptance. The local or small
budget advertiser in many cases is giv-
en a rough shuffle — and this will con-
tinue so long as the dollar sign is the
guide to media buying and programing.
Don Blauhut
Radio-TV Director
Emit Mogul Company
New York
Mr. Blauhut
fySY PICKINS
IN THE
COTTON FIELD!
• Yes . . . "pickins" can be easy
and profitable in New Or-
leans, if you select WDSU for
the job. Recently, a large de-
partment store* tested their
advertising of a cotton piece
goods sale. In the test, they
used an equal expenditure
for: radio spots on WDSU;
and advertising in a com-
peting medium.
• Advertising Research Bureau,
Inc. conducted an impartial
survey among customers who
swarmed into the store. Re-
sults showed that 37.8% had
heard the sale news on
WDSU! Only 19.3% had seen
the advertising in the other
medium.
• In total dollars spent, WDSU's
radio customers accounted for
40% of the sales, while the
other medium's customers ac-
counted for only 18.8% of
the sales.
• Dollar for dollar, WDSU
proved a far more profitable
medium in both attracting cus-
tomers ond influencing them
to buy. In whatever "field"
your sales problem lies,
WDSU can deliver effective
and profitable results in the
"Billion Dollar New Orleans
Market"!
♦(Name ond details on request)
T-*
*mm
• Write, Wire,
or Phone Your
JOHN BLAIR Man!
14 JULY 1952
205
Research
Q. Does the "rating muddle" still
exist in radio and TV research?
A. Yes it does, and the situation isn't
getting any better. Networks and sta-
tions still have "favorite" rating ser-
vices, usuallv the one which shows
them consistently in the best possible
light. Agencies, trying to find an im-
partial middle path, and because cer-
tain national rating services (see chart
below) do not provide local rating
figures, usuallv subscribe to several.
Clients, too. try bravely to plow
through the reports of several services.
When they conflict, as thev often do,
the "rating muddle" begins.
No single rating and audience mea-
surement service is "perfect." Thev
all have strong points — speed, socio-
economic samples, audience composi-
tions, etc. — which another service may
Four basic radio and TV research techniques and their weaknesses (fall 1952)
TECHNIQUE
1. Meter
C. Nielsen, Chicago
and New York
SERVICE
National radio ratings; na-
tional TV ratings — both pro-
jec table to total radio/TV
homes in U.S. Loeal radio
and TV ratings in some key
areas.
AUDIENCE, RATINGS DATA
Share, average, total audi-
ence; "Nielsen Rating" (mea-
sures audience for six min-
utes or more of program) ;
cumulative, minute-by-minute,
flow of audience ; other ana-
lytical data
SAMPLE
Fixed; electronic meters
on about 1,500 radio.
580 TV sets (TV sam-
ple now being enlarged
in proportion to growth
of TV) ; samples select-
ed according to socio-
economic relation to rest
of U.S.
WEAKNESSES
Lack of speed ; high
cost; measures whole-
family listening, rather
than individual members
of family ; no audience
compositions
2. Phone
coincidental
(a) C. E. Hooper, New
York
(b) Trendex, New York
(c) Robert S. Conlan,
Kansas City
Radio audience for 100
cities; TV audience for 40
cities; radio-television com-
parisons for 64 cities
National radio audience rat-
ings based on 20 cities in
which TV penetration equal
to TV penetration national-
ly; TV ratings in 20 of
largest interconnected cities
Radio and TV audience rat-
ings in any area upon re-
quest
Share of audience; average
audience; audience composi-
tion
Average audience; share of
audience; audience composi-
tion; sponsor identification
Share of audience; average
audience
In radio, random; at
least 480 phone calls per
city during evening half-
hour; 600 for daytime
15-min. show. In TV,
fixed home base; at least
f:00 phone calls per city
In radio, random, with
at least 1,000 homes in
each city phoned. In TV
home base. 500 homei
phoned
Random sample
Does not sample before
8:00 a.m. or after 11:00
p.m. ; restricted to phone
owners ; does not reach
rural listenership; does
not reach all listening
within home or out of
home. (Hooper give.-
ratings as early as 6:00
a.m. on a "computed co-
incidental" basis)
3. Diary
(a) Videodex, Chicago,
New York
(b) American Research
Rureau, Washing-
ton, D. C.
(c) Tele-Que,
I^os Angeles
4. Aided recall
interview
The Pulse, New York
Quantitative and qualitative
TV audience ratings repre-
sentative of all TV areas (63
cities included in surveys)
Radio ratings for Washing-
ton, D. C. ; TV ratings repre-
sentativeof all TV areas and
for six indivi'"- . cities
Television audience rating*
in Los Angeles
Total audience; audience
composition; qualitative reac-
tions to programs and com-
mercials; description of so-
cio-economic characteristics of
each home
Total TV audience; TV audi
ence composition; TV rating!
Total audience
composition
audienct
Tabulation of 9.201
homes. rotated foui
times a year; diaries
kept for one week of
each month
Random; new sample
group each month :
diaries kept one week
each month
Random; new sample
group each m o n t h
diaries kept one week
each month
Measurement restricted
to seven days' listening
or viewing, per month;
presence of diary claimed
to affect listening habits;
h.u man falterings of
memory when recording;
returned diaries are not
always representative of
U.S. as a whole
Radio audience ratings in
73 markets coast to coast;
radio/TV comparisons in 39
markets
Total audience; share of au-
dience ; audience composition ;
OUt-of-home radio data
Mollified area; persona!
interviews in which re-
spondent is asked to re-
call his listening during
a span of four or five
hours with aid of pro-
gram roster
H u m a n faltering of
memory; claimed tenden-
cy of respondent to ex-
aggerate listening accord-
ing to how question is
asked; fails to reach lis-
teners in rural areas
206
SPONSOR
WOK I II W \lll\<. I OK
Standard S 1952 Study of Station Audiences is on the way. Tabulations
are now in progress. Millions of punched cards and thousands of hours of tabu-
lating machine time are necessary to produce reports for every station in the country.
Agencies and Advertisers can obtain the reports on our subscrib-
ers — either from us or from them — for the asking. The Study was done by broad-
casters for the time buyer.
IOII CCfll expect the same sort of complete and reliable information thai
you received from BMB. Figures on every station (AM, FM and TV). Figures for
every county (some of the counties split for your convenience). Figures for each
of about 1700 separately reported cities. This detail produces the flexibility you need,
for making your coverage patterns and relating them to distribution requirements.
All tfOU need do is to ask stations to provide you ivith their reports. The
data for non-subscribing stations will not be available to agencies or advertisers until
the stations have subscribed.
Although this is our first nation-wide coverage Study, it is the third one
that has been conducted in keeping ivith specifications established by the industry
for coverage measurements. This comparability — going back to 1946 — definitely
makes our reports
woitsii w \i i ix, ioki
STANDARD audit and measurement services, inc.
89 BROAD STREET • NEW YORK 4, N. Y.
WHITEHALL 3-8390
14 JULY 1952
207
lack by its very nature.
For instance. Nielsen gives radio and
TV ratings which are based on a sam-
ple and method that insures them of
being "representative" of U.S. listen-
ing and viewing habits; but, the Niel-
sen firm only gives local ratings in
a few areas. Hooper, on the other
hand, gives local ratings; but his ran-
dom phone sample is not "representa-
tive"' of either the locality or the U.S.
as a whole. Pulse is more "represen-
tative" than Hooper, less so than Niel-
sen; but Pulse gives audience compo-
sition figures where Nielsen does not.
Diary methods, like ARB. furnish
Nielsen-like data, including audience
compositions, and go beyond Hooper
and Pulse in this respect; but they do
not furnish the minute-by-minute data
that Nielsen provides. And so on. and
on.
It's interesting to note that the Ad-
vertising Research Foundation, impar-
tial offshoot of the ANA and the 4-A's,
has put the whole question of ratings
and radio-TV research high on the
agenda as a serious problem to investi-
gate. The ARF findings and recom-
mendations may help to clear up this
classic "muddle."
Radio station owners, and radio net-
works to some extent, have been voic-
ing their own complaints about the
"rating muddle." Most of them feel
that the confusion does nothing to fur-
ther radio's prestige, and that the con-
flicting ratings make all radio research
and radio values look dubious.
What Victor A. Sholis, v.p. and di-
rector of Louisville's WHAS, told a
group of CBS affiliate executives just
a few weeks ago is typical. Said
Sholis:
"While we hold the line on the rate
card, let's make the effort and invest-
ment to find out — for the first time —
the true value of radio as an adver-
tising medium. Its true value in terms
of impact and results. Its true value
today in relation to other advertising
media.
"It s ironic and tragic that after 30
years we still don't really know what
radio is worth. And, remember, we're
the advertising medium that has been
researched to the hilt. We've misused
the research we've had, and have yet
to get the research we need."
Q. Which research firms give
qualitative information (the"why's
and wherefores") about radio and
TV, and what does their service
consist of?
A. The following quartet of research
firms are specialists in qualitative ra-
dio and TV research. Here's an out-
line of who they are, and what they
do:
1. Advertest Research, 133 Albany
Street, New Brunswiek, N. J.
(a) Monthly reports are issued,
titled "The Television Audience To-
day." These cover a wide range of
topics, from the effects of length of set
ownership on TV viewing to the effec-
pilimilll!!lilll!ill!llll!!lllll!lllllll!!!ll!!lll!llimillllll!llll!!!lllllll!!llll!l!lll
IN
I NORTHERN
1 CALIFORNIA
THE
| BIG TEN
IS
J COVERED
BY
Pulse Inc. May through October 1951
& G3$8S>
Shows K Y A Leading All
8 Bay Area Independents
' $.** *%.
o
.■■■:
■r' :
'-«•*-;..: '
KYA
Gw**b»
^Im^XgwI ▼H^ sw Hl^f f M6HCEP
NITE and DAY
A
30
7 f>X
HAG/TRCm'ToM PAN y
IT'S
SAN FRANCISCO
jar? Juort
* PwAflMjjIr
( SAN SiENfTO s
Represented Nationally by Geo. P. Hollingbery Co.
Um° j
208
The
BIG TEN
2,711 ,374
PEOPLE
"PLUS"
1950 U.S. Bureau of Census
Estimated Population
( 1 ) San Francisco
Co. . 760,381
(2) Alameda Co. 734,74(
(3) San Mateo
Co. . 234,03
(4) Santa Clara
Co. _ 288,85
(5) Santa Cruz
Co. 65,92C
(6) Contra Costa
Co. . 297,400
(7) Solano Co. 102,174
(8) Napa Co. 40,451
(9) Sonoma Co. 102,685
(10) Marin Co. 84,735
IN KYA'S PRIMARY
COVERACE
SPONSOR
tiveness of alternate-week TV program-
ing. The interviews are done among
a fixed, socio-economic panel of some
750 families in the New York Metro-
politan area.
(b) Special qualitative and quanti-
tative studies of TV programing, re-
membrance of commercials and the
like are done to order, as are special
radio and market research studies. In-
terviews can be adjusted to give results
which are roughly representative of
the U.S. in miniature, despite being
confined to the New York area.
2. Advertising Research Bureau,
Inc., 705 Central Bldg., Seattle. Wash.
(a) Irregular, by-arrangement stud-
ies of spot radio to compare the sales
effectiveness of radio, newspaper, and
other advertising at the retail level.
How it works: a retail store spends the
same amount in radio and other media
to push the same product. Then. ARBI
interviewers in stores find out which
medium brought in how many custo-
mers, and what they bought. Results
of a series of ARBI studies covering
use of radio by Sears, Roebuck are
covered in the Spot Radio section of
this issue.
3. Schwerin Research Corp., 2 West
46th St. .N.Y.C.
(a) Audience tests of radio and TV
programs and commercials on a spe-
cial "captive audience" in a small New
York theater. Results show a minute-
by-minute line of "like" and "dislike",
and later analysis and post-session
question periods go far in revealing
why the audience reacted as it did.
This data can be related, incidentallv.
to Nielsen minute-by-minute rating
profiles, to determine ( 1 ) whether a
program is holding its audience, and
(2) if not, why the audience is lost.
(b) Separate tests of sponsor iden-
tification, product acceptance, socio-
economic composition of the audience
for a program, and related marketing
problems.
(c) Tests similar to (a) to deter-
mine, in advance, the audience reac-
tion to audition platters of radio pro-
grams, or to TV "pilot" films or kine-
scopes.
4. Daniel Starch & Staff, 420 Lex-
ington Avenue, N.Y.; 101 E. Ontario,
Chi.
(a) Regular reports, usually month-
ly, on TV commercials, showing audi-
ence reaction, brand acceptance and
other factors.
(b) Special pre-TV analyses of pro-
jected TV commercials, by using art-
work storyboards, and copy.
Q. What are the main trends to-
day in radio and TV research?
A. Here is what sponsor learned in
a series of interviews with executives
of the leading independent research
firms and radio-TV networks:
1. Radio — With radio advertisers
being cautious in their spending today,
because of the inroads of TV and gen-
eral hikes in media costs, radio has
entered an era of "specialized" re-
search on both its audience and its
dollar results.
Typical of such research is the mea-
surement of auto radio listening,
largest single-out-of-home Eactor, b\
Hooper, and by Pulse for the Broad-
cast Advertising Bureau. Pulse, too.
has expanded its out-of-home ratings
because both stations and clients are
clamoring for more data in this field.
Radio's results are being measured
increasingly. The ARBI studies are
growing in scope and acceptance, and
are setting a formula that will be fob
148 MILLION MEALS
Every year, the big, hungry Kansas farm
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.^JJ
14 JULY 1952
209
lowed in many areas of the countr) to
determine radio's pull against other
media, and in checking radio's actual
sales power. The American Research
Bureau, for ABC and in some upcom-
ing studies of its own. is checking on
""presence of product" in matched sam-
ples of listeners and non-listeners, to
show how effective is the sales power
of network programs.
2. Television — Like radio, the trend
is toward more research in TV as well.
Agencies and clients want more fre-
quent reports on TV. larger and better
samples. With more stations due on
the air in the coming months, admen
feel that accurate data will he needed
to show what effect the new stations
are having on the audiences of the
older outlets.
sponsor learned that one advertiser,
for instance, has commissioned a re-
search study to discover the percent-
age of the TV audience that is "audio-
only." That's right, "audio-only. " It
seems that this advertiser has learned
that TV viewers, particularl) when
they have had their set for a while,
often have a tendency to turn it on.
like a radio, and listen to it while
doing something else, occasionally
glancing at the picture tube. At the
same time, there are people whose at-
tention wanders during commercials,
and who miss main points that are
presented on a purely visual basis.
<
Q. Is there likely to be a "cover-
age muddle" as well?
A. Just as there are confusing rating
services, the radio-TV industry is cur-
rently having its '"circulation" charted
by two different companies — Nielsen
Coverage Service ( more or less spon-
sored by NBC ) and Standard Audi-
ence Measurement (under the aegis of
CBS, more or less).
Briefly, the Nielsen Coverage Ser-
vice will provide radio and TV cover-
age data for stations and networks on
a national basis and on a market-by-
market basis, adding to it other socio-
economic and listening/viewing fac-
tors. Source for the data will be the
Nielsen Audimeters and personal in-
terviews.
The Standard Audience Measure-
ment provides roughly similar data,
but acquires it through a mail ballot,
as did its predecessor, BMB.
Q. Which research organizations
give quantitive information?
A. The following eight research firms
are specialists in the field of quantita-
tive audience measurement in radio
and TV:
1. American Research Bureau, Na-
tional Press Bldg., Washington, D. C.
I a I Monthly TV rating as "nation-
al" figures, based on diary reports
placed in cross-section of U.S. homes.
These show audience size for each
show, audience composition, viewers
per set, viewing by length of set own-
ership, radio vs. TV, and other data.
lb l Nielsen-type radio data for the
city of Washington. D. C, issued
monthly.
(c) Monthly TV "City Reports" for
New York, Philadelphia and Chicago.
Similar reports issued quarterly for
Cleveland. Washington, and Baltimore.
2. Robert S. Conlan & Associates,
1703 Wyandotte St., Kansas City.
(a) Special individual city reports
by arrangement. Radio ratings col-
lected via concentrated one-week tele-
phone coincidental survey.
(b) Special "Area Surveys" by ar-
rangement.
"Here's Cherry"
5:00 to 9:00 A.M.
Monday thru Saturday
American Safety Razor Company's SILVER STAR
BLADES Mon.. Wed., Fri., 7:15-7:30 AM. is the
most recent addition to "Here's Cherry" show.
CHERRY is picking ripe profits for FLORIDA
CITRUS . . . TAYSTEE BREAD . . . POLIDENT . . .
SILVER DUST . . . BAYER ASPIRIN . . . SHADOW
WAVE . . . CLORETS . . . many others
umiak
George Faulder
General Manager
nOSHUILLE
5,000 UJBTTS
RADIO REPRESENTATIVES, INC.
New York • Chicago • Los Angeles
210
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14 JULY 1952
211
3. C. E. Hooper, Inc., 10 E. 40th
St., New York.
I a I Radio Hooperatings Reports for
about 100 cities, based on phone coin-
cidentals, varying in frequency from
once-a-month to once-a-year, depending
on size and importance of area.
(b) TV-Home Hooperatings, cover-
ing two weeks of evening programing
in TV each month. Published monthly
for New York. Los Angeles, Chicago.
Philadelphia. Boston. Detroit.
(c) Early -morning radio ratings for
60 markets, figured on a "computed
coincidental" technique, covering from
6:00 to 8:00 a.m.
Id) Monthly, city-by-city media
comparisons, reporting on percentages
of radio, TV sets-in-use throughout the
elay and night, covering some 40 ma-
jor cities. Also, a TV network "Pock-
et Piece" is published, for a minimum
of 23 markets, giving a summary oi
the ratings of sponsored network TV
shows, by programs, in these markets.
4. A. C. Nielsen Co., 2101 Howard
St., Chicago; 500 Fifth Ave., N. Y.
(a) National Radio Index and Na-
tional Television Index, giving pro-
gram ratings, homes using radio/TV.
average audience, minute-by-minute
audience, total homes, cumulative audi-
ence, and other analytical data. Based
on Audimeter records in some 1.500
homes for radio, about 580 for TV.
lb) Similar monthly regional and
local reports, covering Pacific Coast
I radio) New York City (radio and
TV). Chicago, Los Angeles, Cincinnati.
Pittsburgh (radio).
(c) Program-Market Ratings, which
show the extent to which listeners to a
particular radio or TV program use a
commodity, as related to the general
level of use.
(d) Nielsen Coverage Service, which
will show (starting in August) daily,
weekly, and monthly coverage data of
radio and TV stations and networks.
5. The Pulse, Inc., 15 West 46th St.,
New York.
(a) Monthly radio reports for the
New York market (ratings, etc.) based
on aided recall interviews.
(b) Monthly radio reports for the
New York market (ratings, etc.) based
on aided recall interviews.
lb) Bimonthly radio reports for 20
markets, annually-to-quarterly in 53
more.
(c) Periodic studies of out-of-home
radio audience in major radio markets.
(d I TV reports covering 39 markets.
6. Tele-Que, P.O. Box 6934, Los
Angeles, Calif.: 260 Kearny St., San
Francisco, Calif.
(a) Monthly TV program ratings
for Los Angeles and San Francisco.
(b) Occasional special surveys of
TV commercials on a popularity basis.
7. Trendex, 347 Madison Ave.,
N.Y.C.
(a) Monthly radio report on 20
cities which have a TV penetration
equal to the national television pene-
tration.
(b) Monthly report of evening TV
show ratings for network cities.
Telephone coincidental method used.
8. Videodex, 342 Madison Ave.,
N.Y.C.
(a) Monthly, individual city reports
on TV for 20 markets.
(b) Monthly network TV reports
for all 63 television markets.
(c) Second part of (b) above lists
time of all net TV programs, audience
composition, opinion of program, opin-
ion of commercial on "Excellent, Good,
Fair" scale.
$100,000,000.00 IMPERIAL VALLEY'S
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Top programming
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EL CENTR0
CALIFORNIA
MUTUAL — DON LEE AFFILIATE
Represented by Paul H. Raymer Co.
New York — Chicago — Boston — Detroit — Memphis — San Francisco— Hollywood
212
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m
There is no such thing as programs remaining
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moment . . . constantly reaching for that
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That the audience appreciates this is reflected
in the fact that WREC has the highest av-
erage Hooper rating in Memphis — and actu-
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than in 1946.
Alert advertisers know WREC brings them
more in sales — more in prestige.
MEMPHIS NO. 1 STATION
REPRESENTED BY THE KATZ AGENCY
AF ILIATED WITH CBS, 600 KC, 5000 WATTS
14 JULY 1952
213
Theatr e and fee TV
Q. Are theatre and fee TV related
in any way?
A. Only insofar as they are both com-
peting for events, like sports, which
have previously been televised exclu-
sivel) via sponsored television. Presen-
tation of sports events and motion pic-
tures through fee TV or theatre TV
could deprive advertisers of the use of
these bi<> audience pullers
Q. What progress has been made
in building theatre TV nationally?
A. Of the more than 23.000 theatres
in the I .S. (including drive-ins) only
81 were equiped with large-screen TV
equipment at the time this issue went
to press. RCA. which supplied about
(>()' < of the existing installations, de-
clined to disclose how many orders
the\ have on band for future installa-
tions, but an informed source puts the
figure at about 100 orders for delivery
before the end of the year.
The only major competitor of RCA.
General Precision Equipment I makers
of Simplex projectors) have made six
installations and have orders for about
30 more. This outfit sells their equip-
ment package at $15,650 in comparison
with RCA's price of $15,800. RCA
price is down from last years quota-
tion of $25,500.
Three factors are holding back ma-
jor expansion of theatre TV: I 1 ) lack
of cable facilities to bring the TV
shows into theatres; (2) slim fare of-
fered by Theatre Television Network.
which has had less than a dozen offer-
ings in past year: (3) high initial cost
of equipment.
Prize fights have been a major
source of TV programing. The Robin-
son-Maxim fight on 25 June went out
to 38 theatres in 24 cities, drew 94,000
patrons at increased prices ranging up
to $3.60 per seat. A score more theatres
wanted the fight but couldn't get cable
facilities west of Omaha due to cable
being pre-empted by commercial TV
facilities.
\n interesting sidelight is offered
by Nathan L. Halpern, prexy of The-
atre Network Television. Inc. They are
offering a "TNT" plan to major cor-
porations as a means of carrying closed
circuit sales meetings, with sales force
assembled in various theatres and ex-
ecutives giving their pitch from a cen-
tral point. System can also be used to
demonstrate new products, or for in-
structional purposes.
Q. How soon will fee TV be in
actual competition with advertis-
ers?
A. This is still anybody's guess. Zenith
has filed for their Phonevision system
with the FCC. has no idea when the
Commission will get around to holding
hearings. Opposition is expected from
citizen committees who don't relish the
thought of paying for TV shows and
groups representing advertisers. The
NCAA and possibly International Box-
in" Club will plump for pay-as-you-go
TV system.
International Telemeter Corp. dem-
onstrated their coin-in-the-box device
in New York recently, drew interest
from the sports world, educators, mo-
tion picture people, advertisers.
Strangely enough, some advertisers
admit pay-as-you-see system is inevi-
table, are planning ways to cash in on
it: one manufacturer wanted to know
if it is possible to use some sort of
'"slug" as a premium which could be
used on Telemeter to receive specific
program on TV free of charge. Tele-
meter's Palm Springs test is being
watched by theatre owners because
this California experiment will send
first run movies into homes via the
local picture house, which will get a
cut of proceeds.
Another angle which may appeal to
advertisers lies in the wire recorder
which is an integral part of the Tele-
meter device; it was originally intend-
ed to monitor programs paid for by
viewer so that funds could be divided
up among promoters supplying pro-
grams. Now, the possibility exists that
the recorder could be used to register
all programs received, whether paid
for or sponsored, thus giving a much
wider base than now exists for rating
purposes.
The third entry in the fee-TV sweep-
stakes. Skiatron Electronics & Tele-
vision Corporation of New York, plans
a 30-day test in New York, subject to
FCC approval, commencing about 15
October. Plan is to follow the pattern
set by Zeniths Phonevision test in Chi-
cago last year; it will use 300 families,
depend heavily on motion pictures,
and possiblv some sports events.
^t hall billion dollc
ar man
net
SPRINGFIELD, ILL
Illinois' Capital City and Sangamon County — plus the seven counties that surround it —
report total retail sales of $471,000,000, and segments of other nearby counties bring the
total to a good half billion. BUYING INCOME is estimated at $662,000,000. Springfield
itself shows a quality market index 37 percent above the national average.
WTAX
is the number one buy in this
rich area. Its dominant position is reflected
in Springfield Hooper reports (Feb-March
1952) offering a larger audience than other
Springfield stations combined.
WTAX
I2VO
KC
Tcbs-the^/address
Represented by Weed & Company
214
SPONSOR
1 ^.V.'V -W «V H '
Among major markets
WASHINGTON *
v&>i
§g
I
.j&i-ti"
k3k
■;'v,:
St
1
rj55«
m
m j^r family
income
Among radio stations
WRC
FIRST in WASHINGTON
With the extraordinary per family income
of $6,553 (Sales Management estimate),
Washington is outranked by only four
other markets in the United States, and
these are not among markets normally
classified with Washington.
Washington alone, with its 278,500 Gov-
ernment employees earning a monthly pay-
roll of over one hundred million dollars,
can offer this unique buying power.
Washington is a STABLE market, a
QUALITY market, a RICH market.
5,000 Watts - 980 KC
Represented by NBC Spot Sales
WASHINGTON...
Established in 1923, WRC is first in length
of service to the nation's capital.
An average of 25 news shows weekly
originate to the network, in whole or in
part, from WRC. A number of special
events and discussion programs also are
fed to NBC by the Washington station.
The same careful production is applied to
all local programming.
WRC has the top-rated early morning
show, Bill Herson's "Timekeeper," and
the largest number of top-rated quarter
hours (56 out of 112) between 7 and 11
p.m., Sunday through Saturday (ARB,
Feb., 1952).
WRC is an ESTABLISHED station, a
LISTENED-TO station, a SELLING
station.
14 JULY 1952
215
Unions
Q. Are there any upcoming devel-
opments that would affect air ad-
vertisers?
A. Yes. there are some jurisdictional
questions coining up. One, is whether
to merge all talent union membership
into a single card plan: the other,
concerns the jurisdiction of the Screen
Actors Guild over the production of
TV film.
At present there are five unions
whose members participate as enter-
tainers in TV. They are the Television
Authority, the American Federation of
Radio Artists, the American Guild of
Musical Artists. Actors Equitv. Chorus
Equity, and the American Guild of
Variety Artists. I nder an agreement
with the five other unions, TVA acts
as a bargaining agent in the medium
for all of them.
The next move on the agenda is to
make it possible for a performer hold-
ing a membership in any one of these
unions to be eligible to work in any
other entertainment field without hav-
ing to take out another union card.
In other words, membership in AFRA
would suffice for stage work, which
comes under Actors Equit\'s jurisdic-
tion. A poll on the one-card plan has
been held among the members of all
six unions and tabulation of the vote
is due shortly.
TVA s authority at the moment is
limited to live or kinescoped programs,
while the Screen Actors Guild func-
tions as the bargaining agent in the
production of shows filmed via the
standard movie camera for TV. This
demarcation of jurisdiction was de-
manded h\ the SAG and upheld by the
National Labor Relations Board in a
test case regarding the Amos '»' Andy
show. However, TVA still expects to
contest the issue.
Q. What is the jurisdictional sta-
tus of TV writers?
A. Like main another labor problem
in TV. the question of who represents
TV writers has been largely a make-
shift operation that was solved slowly
while TV grew rapidly.
Radio writers are covered by a
"Minimum Basic Agreement," worked
out several seasons ago between the
networks and the Radio Writers Guild,
one of the craft guilds of the Authors
League of America. Agencies and in-
dependent producers adhere to this,
through letters of agreement. Problems
are few, scales are set. and there's lit-
tle bickering between guilds of the
ALA.
Television has been another matter.
Although most of the members of the
Radio Writers Guild have doubled in-
creasingly in TV, the RWG does not
have official representation for them.
As TV was growing, a running battle
started between the RWG and the
Screen Writers Guild and the Drama-
tis! s Guild, each of whom thought that
TV was in its province. There is even
an offshoot called the Television Writ-
ers Group.
A temporary stop-gap has been
found in the National Television Com-
mittee, composed of representatives of
the ALA and from its member guilds.
This NTC group has been carrying out
negotiations (pending ALA decision
on who will represent TV writers) with
the networks on a "Minimum Basic
Agreement."
Latest step forward, while these
NTC meetings have continued, has
been a series of meetings of the Au-
thors League in New York to decide on
a League-wide reorganization. This is
primarily to decide where and how TV
fits in. (A new Guild? Assignment to
an existing Guild?)
Following this decision, first major
shake-up in the ALA in several dec-
ades, the contract negotiations will
probably be speeded to a conclusion
before the start of 1953.
Q. Inasmuch as these union ne-
gotiations affect the costs of pro-
graming, how long can advertisers
count on TV salaries remaining at
their present levels?
A. As is common in other fields when
it comes to labor contract bargaining,
management in the broadcasting in-
dustry seeks to get as long-term a con-
trad as possible, while labor prefers
to keep it down to a year so as to be
free to negotiate wage boosts and
fringe benefits as often as possible.
However, most contracts now in effect
are for two years. No important ne-
gotiations are expected this fall.
Its WAPX the ABC Affiliate in MONTGOMERY
. . . Where 1951 Effeetive
Buying Ineome Was Over . . .
$165,000,000!!
During the ten-year period from
1939 to 1950. the Montgomery
metropolitan area recorded the
following increases:
. . . And this does not include the
tremendous PX and Commissary
-ales at the Maxwell Field and
Gunter Field Air Force bases.
\\ \l'\ helps you sell this market
with radio advertising plus the fol-
lowing merchandising aids:
WAPX
Retail Sales up 256%
Food Sales up 310%
Mail Promotion
Express Truck
Itillboards
Lighted IVlarque,
downtown
Furniture-Household-ltadio Sales
up 215%
Automotive Sales up 267%
Promotion
Announcements
Screen Advertising
Highway Signs
Newspaper
Display Ads
The Progressive Station — Montgomery, Alabama
ABC Motional Representatives: The Walker Company
Bus Cards
Personal
Appearances
Theatre Displays
216
SPONSOR
1 F
all summer long
millions of mmm
will listen
Special to Broadcasters:
Your local Zenith dealer will gladly
help promote your station and
programs in his newspaper ads and
displays. Get in touch with him today.
Onto*TM
insist on FM in your schedule
and get complete radio coverage
This year FM listening is headed for new
and greater popularity. The baseball season
and politieal events have made America more
radio-minded than ever. And when every
word eounts, millions have learned to count on FM.
Yes — millions have discovered how FM cuts
through static and interference to give realistic
reception even during summer storms. With the
"summer static season" on its way, many will turn
to FM programs exclusively.
All this is good news for you. It means your sales
message will reach a larger audience — and reach it
more effectively — when you include FM.
R2221
r 0NITH
ZENITH RADIO CORPORATION, Chicago 39, Illinois
14 JULY 1952
217
WSYR's—
Local Radio Sales
UP 39%!
For the period ending April 30, WSYR's local
radio sales were 39% ahead of the same period in
1951. The local advertisers who are responsible
for this increase are the ones in the best position to
test the effectiveness of all media in this rich mar-
ket. They know which advertising keeps the cash
registers ringing. National spot advertisers — take
note!
One Important Reason. ..In Syracuse,
TELEVISION SUPPLEMENTS RADIO
Doe* NOT Replace it as a Source
of Entertainment and Information
Syracuse is a two-TV-station city. According to Niagara Mohawk
Power Company monthly surveys, 71% of the homes in the
Syracuse area have TV sets. According to the calamity howlers,
radio in Syracuse should be a dead duck. But two separate surveys
of television homes show that radio is alive and vigorously kicking.
(Details, including methods of sampling, free on request). Here
are the results:
The $wr Vev .. = ^ ===== =
Survey
Date
Number of
Homes
Called
Number of
TV Homes
TV Homes Only,
Average Hours per Day
Radio
Television
No. 1
Oct. 51
763
493
2.90
4.50
No. 2
Dec. '51
704
493
3.24
4.76
Combined
1467
986
3.07
4.52
m
ACUSE
570 KC
NBC Affiliate. WSYR-AM-FM-TV. ..the Only Complete Broadcast
Institution in Central New York. Headley-Reed, National Representative.
•"""iieiu. Vi mton
Another c-
218
SPONSOR
Q. Can the national advertiser
count on the networks' negotia-
tions to assure them of nation-
wide agreements?
A. Generally, yes. But there are so
many unions involved, ranging from
hair dressers and makeup technicians
to writers and directors, that negotia-
ting is conducted at both national and
local levels.
A rule of the thumb seems to be that
staff employees are handled at the local
level, and free lancers such as actors,
directors, and writers are dealt with
on a national level. The recent contract
between the nets and the directors"
union set wages for the New York sta-
tions and gave the Radio-TV Directors
Guild the status of "national recogni-
tion and a national guild shop."' Thus,
although no wage levels were set for
the nets other owned and operated
stations, the RTDG would be able to
dicker for the other stations as soon
as the National Labor Relations Board
issued a certificate making that union
bargaining agents for directors in
other cities.
It is often desirable to carry out
negotiations on a local level. Local
affiliates of the nets prefer the flexi-
bility of local bargaining. Small city
broadcasters would be resentful if pay
scales were set nationally on the New
York or Hollywood scale levels, always
higher than elsewhere in the U. S.
Contests a nd premiums
Q. What is the fall trend in con-
tests?
A. The big contest users are keeping
their fall plans under wraps but thev
admit that the upcoming season will
be very active. One of the reasons
for this is that advertisers are highK
cost-per-1,000 conscious and they see
contests as a good means of building
audiences for their shows as well as
getting people to bu\ their products for
the first time.
Q. What is the fall trend in pre-
miums?
A. Its shaping up to be the biggest
premium year in history. Self-liqui-
dating items are well in the majority,
as in previous years, but fewer items
costing a dollar or more are being of-
fered. Most popular items have ranged
from 25<£ to 500 each.
Cutlery, plastic houseware, and
kitchen tools continue to pull well and
will probably be the most offered
premiums this fall.
Q. What offers have been most
successful this past season?
A. Colgate's offer of a doll for any
Colgate boxtop and 500 pulled more
than a million replies: a similar offer
for a copper hanging bowl drew almost
as many half-dollars.
Flamingo orange juice's offer of a
Swing-A-Way wall can opener pulled in
over 510.000 can tops. Although
Flamingo halted spot TV advertising
last November, the can tops are still
coming in with apologetic letters.
Minute Maid lemonade announced
the offer of a lemonade stand for
youngsters on the Gabby Hayes NBC-
TV show on 11 and 18 June. By the
25th, over 8,000 quarters and pairs
of can tops had been received. Indi-
cations are the offer will pull steadily
all summer long.
New broadcast codes
and censorship
Q. Is government censorship of
radio and TV imminent?
A. Despite the front-page publicity
won by Rep. Gathings and his
"hootchy-kootchy" demonstration, the
House subcommittee which is investi-
gating alleged bad taste in radio and
TV programing is not expected to come
up with recommendations for restric-
tive legislation.
In his testimon) before the subcom-
mittee. Harold F. Fellows, president ol
the NARTB said he is "supreme!) con-
fident" that the industn can eliminate
any offensive programs without gov-
ernment censorship.
Fellows' statement that the bulk of
complaints were inspired by "minorit)
groups having an ax to grind" was
borne out by Rep. Arthur G. Klein, a
committee member, who said that
the subcommittee received "thousands
ol complaints from the lunatic fringe
of the radio-TV audience."
The Washington session recessed
until mid-August, at which time two
other NARTB spokesmen, one rep-
resentative of the Civil Liberties Union
and one from NBC. will testify.
Cornerstone of the industry's defense
is expected to be the TV Code. Al-
ready accepted by 90 stations and four
networks, it is expected that by the
time the subcommitte convenes again
close to 100 stations will have agreed
to abide by the provisions of the Code.
The industry is expected to put
across a telling point: it's just plain
unprofitable not to produce the highest
standards in good taste and program-
ing. In his testimony, Fellows pointed
14 JULY 1952
219
gives advertisers the
of any major station
at the
Adam J. Young, Jr., Inc., National Rep.
Guardian But
J. E. Campeau, President
Detroit 26
220
SPONSOR
out that licensees "have a keen sense
of awareness of the value of circu-
lation. . . . They know full well that
every receiving set is equipped with
convenient means for tuning their pro-
gram offering in . . . or out . . . and
that under such a system of freedom of
choice, the judgment of the people is
the ultimate standard of acceptability."
Then, too, the Civil Liberties Union
may be expected to stress the fact that
the Constitution of the U.S. guaran-
tees certain freedoms in the field of
communication.
Clincher in the industry's arguments
will probably be a spirited presenta-
tion of the other side of the coin. TV
has many excellent shows to its credit
and has enough ammunition to counter
every "bad taste"' blast against its pro-
graming. Close adherence to the Code,
particularly in the next month or two,
will do much to strengthen the indus-
try's demand that it be permitted to
operate without government controls.
TV and sports
Q. How effective is sports spon-
sorship?
A. The scarcity of sustaining sports
events is ample proof that sport TV
sponsors are enthused about results
they receive from sponsoring boxing,
baseball, and other sports.
A recent success was rung up by the
Theodore Hamm Brewing Co. of St.
Paul. Dissatisfied with distribution and
sales in the Chicago area, the brewer
co-sponsored with Chesterfield tele-
casts of the home games of the Chi-
cago White Sox and Cubs over WGN-
TV at a cost of about $8,000 per week.
Within the first 10 days, almost 1,500
new retail outlets were handling the
beer. By the end of the second month
of telecasts, 3,000 package stores,
groceries and taverns had been added
to Hamm's dealer list. Result: Hamm
has tripled sales in the area.
Q. What's happening to sports
attendance?
A. Of interest is the fact that despite
the daily TV coverage, attendance at
the ball games referred to above is up
over last year.
Unfortunately, in most other major
league cities the box office thus far is
taking a beating. In New York, for
example. Giants' attendance is off over
110,000 tickets, and the Yankees' turn-
stiles (after 33 games) have clicked
only 588,000 times in comparison with
875,000 at the same stage of last year's
season. The management of the two
teams blame the bad weather for the
drop (it rained eight out of 10 week-
ends), but many of TV's critics blame
the loss of revenue on telecasts.
Actually, the major leagues have no
complaints about TV's effect on their
boxoffices. but the minor leagues tell a
different story. Most of the minors
have discontinued daytime weekday
games and switched to the more ex-
pensive night games. The telecasting
of major league games into minor
league territory is slowly strangling the
minors. This, of course, deeply con-
cerns the majors because they foresee
the drying up of their talent pool.
In the field of football, the NCAA's
restrictions on telecasting have made
local sponsorship of college football
games impossible. This has a side ef-
fect on radio as is evidenced by the re-
fusal of Atlantic Refining Co. to spon-
sor broad< a-ts of the Saturday games
because they claimed they lost their
audience to T\ .
Q. What developments of inter-
est to advertisers are imminent in
the sports picture?
A. Because of the hefty audiences
drawn l>\ telecasts of spoil events,
everyone is trying to get into the act.
Theater owners, who blame their red
ink on TV instead of bad pictures, are
showing a growing interest in large
screen TV for their houses. The fee
TVers look upon sports as their open-
ing wedge, just as sports sparked in-
terest in TV in its early days. Because
of the vast potential take possible,
sports promoters are eager to jump on
the fee TV bandwagon. If this comes
about, advertisers might have to make
some changes in their radio and I \
programing.
Radio and .sports
Q. Is there a trend toward declin-
ing sponsorship of sports on ra-
dio?
A. Highly publicized exit of Atlantic
Refining from radio coverage of col-
lege football caused some of radio's de-
tractors to give the move more sig-
nificance than it deserves. Far larger
budgets than Atlantic's are being
poured into radio coverage of sports.
By far the biggest item in Falstaff
Brewing's ad budget is Game-of-the-
Day, and coverage of the Chicago Cubs
and St. Louis Browns — on radio. Mil-
ler Brewing Co. covers baseball, bas-
14 JULY 1952
221
And works is the word which perfectly describes Eddy Jason, Wis-
consin's best-known Radio personality.
Been with us 12 years. Heads one of our Theatrical Units (5-piece
Band thrown in) called Town Hall Players. He writes Plays (excellent)
— Songs (fair) — Poetry (awful). Both Eddy and Town Hall are now
part of Wisconsin's good living.
Last year, in 317 personal appearances throughout our Primary,
Eddy and his Town Hall Gang played to more than 177,000 paid
admissions. And their recordings for Juke Boxes have become big
favorites in 17 Counties.
In addition to his personal appearances, Eddy handles our 5-7 AM
slot, as well as our Homemakers' Hour . . . and a 15-minute segment
at noon.
Yep, we really mean it: "This Guy Works For Us" . . . and how!
Wisconsin's most show-full station
5000 WATTS
IN
Green Bay
HAYDN R. EVANS, Gen. Mgr.
Represented By WEED & COMPANY
o> G R E - ., ,
A Y
222
SPONSOR
ketball, hockey, and football —on ra-
dio. Gillette and Pabst have their box-
ing shows on TV, but make sure that
they back it up with radio coverage of
the same events.
Advertisers in practically every cate-
gory have been and continue to be
enthusiastic sponsors of every type of
sports event. In a small town in Penn-
sylvania a candidate for mayor who
bought time between rounds of a local
fight had so many favorable comments
that he said, "Next time I'm running
for any public office you can bet your
boots that I'll use my whole radio
budget for sports events; anything
from a boat race to a chess match."'
Despite the fact that every major
league ball club is covered by TV, ad-
vertisers have plunked down their
cash to insure broadcasts of every
game, at home or away. With the ex-
ception of Atlantic, no major adver-
tiser has given up radio coverage.
On the contrary, both new and es-
tablished sponsors are demonstrating
their realization that the cost of radio
coverage of sports events is low when
the size of the audience drawn is con-
sidered. For example, CBS has been
carrying the Professional Golfers As-
sociation tournament on a sustaining
basis for five years. This year CBS
worked out a series of 15-minute sum-
maries and sold the lineup to Reynolds
Metals. General Electric, which car-
ried three hours of college football on
CBS-Radio every Saturday last winter,
is expected to pick up its option for
this year's coverage.
John Derr, director of sports for
CBS-Radio, reports, "We've got more
sports on radio in 1952 than in '51.
Actually. I look for an increase of
sports programing as more time be-
available."
Mail order and P.I.
Q. Has mail order advertising
shown an upward trend?
A. Despite the big success of a few
firms recently such as Charles Antell
and J & P nursery, volume of mail
order advertising is down. Paradoxi-
cally, one of the main reasons for this
is the success of Antell. Promoters of
mail items have seen the success of the
above two items via 15-minute inte-
grated shows (which some people have
accused of being "15-minute commer-
cials" ) . Hence many other companies
would like to do the same type of show
on radio or TV. But criticism has
made stations hesitate to accept this
business.
Then, too, because of bad smell cre-
ated by some items which did not live
up to specifications, stations and nets
have been setting up many and varied
restrictions which make preparation of
commercials difficult.
According to an executive of a top
mail-order agency : "Today, TV is
more receptive to mail order business.
A year ago nets would apply policies
on TV which seemed designed to bol-
ster their radio business. Now TV
seems to need the dollars more and
is becoming more reasonable in its
demands.''
Q. Are stations handling more
business on a per-inquiry basis?
A. Definitely not. The practice of dis-
regarding rate cards in favor of a per-
centage or per-inquiry arrangement
-liows indications of being on the wa\
cut. I lie stations accepting business
on this basis are mainl) -mall ones
(with notable exceptions) and their
operating methods turn out to be in-
efficient. The orders thej receive are
not alwa\s large enough to o\ercome
the cost <>! the correspondence, bicker-
ing, and ill will the) create.
Agencies and station reps frown on
this type of business because many
stations which have made P.I. a profit-
able operation would prefer to deal
directly with the advertiser in order
to eliminate commissions.
The P.I. deal appeals strongest to
small manufacturers, distributors, and
jobbers because it doesn't require a
capital outlaw Instead of the usual
straight rate card arrangement, the
P.I. advertiser has to pay for actual
sales results only.
FALL ECONOMICS
{Continued from page 41)
clouds in sight to make anyone believe
sales will decline after the summer.
The 1951-'52 slump cleared the way
for replacement of home goods with
retail inventories declining from a high
of $20,643,000 in May of 1951 to a
low of $17,887,000 in March of this
year. Then they began moving up
again, which means orders for manu-
facturers. However, since manufactur-
ers' inventories increased during the
same period, there has not been any
direct fillip to industrial payrolls.
Nor will there be in the fall. Goods
will be easy to get and retailers prob-
abl) will keep themselves stocked only
enough to avoid running out of impor-
tant numbers. (That is one reason
14 JULY 1952
223
ATLANTA
WAGA
5000w 590kc
CBS
RADIO
ONLY A COMBINATION
"OF STATIONS CAN
COVER GEORGIA'S
MAJOR MARKETS
THE
gE TIrgia TRW
MACON
WMAZ
10,000w 940kc
CBS RADIO
SAVANNAH
WTOC
5000w l 1290kc
CBS RADIO
represented
individually and
as a group by
THE KATZ AGENCY, INC.
NEW YORK CHICAGO DETROIT ATLANTA DALLAS KANSAS CITY
the TRIO offers
advertisers at
one low cost :
CONCENTRATED
COVERAGE
•
MERCHANDISING
ASSISTANCE
•
LISTENER LOYALTY
BUILT BY LOCAL
PROGRAMMING
•
DEALER LOYALTIES
in 3 major markets
lOS ANGELES SAN FRANCISCO
why the term "normal" can be applied
to today's economy.)
The economy in general is healthy,
if official indicators are any guide. In
terms of dollars, the gross national
product has been rising and during the
first quarter of this year was running
at the annual rate of $339.7 billion, an
increase of $20 billion over the previ-
ous first quarter.
All of this is not consumer goods.
A huge chunk of the gross national
product figure is armaments. As far as
personal consumption expenditures go,
in terms of dollars they have increased
from $208.8 billion (the annual rate)
during the first quarter of 1951 to
$209.6 during the corresponding quar-
ter of this year. During the same pe-
riod, the price index (for moderate in-
come families in large cities) rose
from 184.5 to 188.0. indicating there
was a small decline in actual amount
of goods and services purchased.
That's only part of the story. An-
other important indicator is the amount
of disposable personal income, or in-
come after taxes. This increased from
an annual rate of $216.5 billion to
$226.3 billion during the same periods.
It's not a simple matter to accurately
relate disposable personal income to
the price index but a rough compari-
son shows that D.P.I, increased .04V <
■while prices increased .017%.
However, a lot of goods were
dumped via price-cutting during the
first quarter of this year, (not all of
them are reflected in the price index)
and the fall picture presents the possi-
bility of upward price pressures. These
pressures will be concentrated among
those items which declined drastically
during the recent "recession."
The difference between personal con-
sumption expenditures I what is spent
by consumers ) and disposable personal
income (what is received by consum-
ers) is known as personal net saving.
There has been a lot of talk, a lot of
it loose, among businessmen about the
high rate of personal saving and how
it is the job of business to unclench
the tight fist of the consumer.
In the first place, it is pointed out
by economists, personal net saving does
not refer solely to stocks, bonds, and
money in the bank. It also takes in for
example, premiums paid on life insur-
ance policies, payments made on ap-
pliances and autos, and mortgage pay-
ments. In the case of life insurance
policies, the cash value becomes im-
portant only when the policy matures
or when a family, in dire need of
money, turns to cashing in the policy
as a last resort. Payments made on
appliances do, to a certain extent, re-
lease borrowing potential to the extent
of the payments, but that is still not
money in the bank. And mortgage pay-
ments, while they tend to increase the
home owner's equity are not liquid as-
sets until the house is sold or refi-
nanced.
In the second place, mass demand
comes out of current consumer income
since the richest 20% of the nation's
families do 93% of the saving.
In the third place, economists have
discovered that there is a group of
habitual savers.
The personal net saving figure is im-
portant to the extent that it indicates
a cushion for the economy. It is also
important that the percent of saving
during 1951 was higher than at any
time since 1944, when it was an astro-
nomical 24.1%. The percentage figure
for the first quarter of 1952 was 7. 1' < .
a drop of 1.0' r from the preceding
quarter. This shows that the consumer
is already dipping into his reserve.
Some of the other indicators lay
bare the importance of the govern-
ment's power in affecting the nation's
economic health. Spending for arms
i- an obvious example. A stead]
stream of armament orders, in turn,
affects capital investment in new plants.
Government spending for arms will
reach a high point in the current
i 1952-53) fiscal year and then is ex-
pected to decline. It is pointed out,
however, that some of this government
spending is in the nature of payments
to manufacturers for current produc-
tion or past production. This means
that the miners who dug the coal, the
craftsmen who made the machine tools
and the industrial workers who assem-
bled some of the planes have already
been paid. Now the manufacturer,
who previously borrowed money to
pay his employees, is getting a check
from the government for deliveries.
Over-all capital investment in new
plants and machinery, an important
underpinning for the economy, will be
high this fall. •
One of the big questions worrying
economists is what will happen when
government arms orders decrease. Will
business, government and labor man-
age to put into the consumers' hands
enough money to buy the huge amount
of goods which will be produced with
all these new machines and factories?
Part of this answer depends on the
international situation, part depends on
government tax and spending policies
and. last but not least, part depends
on the ability of American business to
sell goods. -k * *
14 JULY 1952
225
FORD MOTOR COMPANY • COLGATE PAIMOLIVE PEET COMPANY • THE BORDEN COMPANY • ARMOUR AND COMPANY • NAILED
INC. • PHILIP MORRIS & COMPANY • LUCKY LAGER BREWING COMPANY • CARNATION COMPANY • CHARLES ANTELL • ALASK
AIRLINES • AVOSET COMPANY • WHITEHALL PHARMACAL COMPANY • A. SCHILLING & COMPANY • MONARCH WINE COMPAN
•INTERNATIONAL MILK PROCESSORS -WILDROOT COMPANY, INC^ALASKA STEAMSHIP COMPANY -GENERAL* FOODS CORPORATIO
• DURKEE FAMOUS FOODS • COCA COLA COMPANY * PAN AMERICAN WORLD AIRWAYS • PEPSI-COLA COMPANY • BULOVA WATQ
COMPANY, INC. • LEVER BROTHERS • UNION OIL COMPANY OF CALIFORNIA • SUPERIOR BISCUIT COMPANY • BREWIN
CORPORATION OF AMERICA • BLATZ BREWING COMPANY • AMERICAN TOBACCO COMPANY • MILWAUKEE RAILROAD • ANHEUS]
BUSCH • FOLGERS COFFEE • THE BEST FOODS, INC. * OLYMPIA BREWING COMPANY • DR. ROSS DOG FOOD * THE PROCTER
GAMBLE COMPANY • BLOCK DRUG COMPANY • MILLERS BREWING COMPANY • STANDARD OIL OF CALIFORNIA • SCHENLE
INTERNATIONAL CORP. • BROWN AND WILLIAMSON TOBACCO CORP. • CARTER PRODUCTS, INC. • FISHER FLOURING MILLS
R. J. REYNOLDS TOBACCO COMPANY • PILLSBURY MILLS, INC • PABST SALES COMPANY • NORTHWEST AIRLINES • LINCOU
MERCURY • LIBBY, McNEIL AND LIBBY • HILLS BROTHERS * ALBERS MILLINGS CO. • GENERAL MOTORS CORPORATIO!
FORD MOTOR COMPANY • COLGATE PALMOLIVE PEET COMPANY • THE BORDEN COMPANY • ARMOUR AND COMPANY • NALLEY
INC • PHILIP MORRIS & COMPANY • LUCKY LAGER BREWING COMPANY • CARNATION COMPANY • CHARLES ANTELL • ALASK
AIRLINES • AVOSET COMPANY • WHITEHALL PHARMACAL COMPANY • A. SCHILLING & COMPANY • MONARCH WINE COMPA
•INTERNATIONAL MILK PROCESSORS'WILDROOT COMPANY, INC'ALASKA STEAMSHIP COMPANY»GENERAL FOODS CORPORATIO
• DURKEE FAMOUS FOODS • COCA COLA COMPANY • PAN AMERICAN WORLD AIRWAYS • PEPSI-COLA COMPANY • BULOVA WATC
COMPANY, INC • LEVER BROTHERS • UNION OIL COMPANY OF CALIFORNIA • SUPERIOR BISCUIT COMPANY • BREWIN
CORPORATION OF AMERICA - BLATZ BREWING COMPANY • AMERICAN TOBACCO COMPANY • MILWAUKEE RAILROAD • ANHEUSI
BUSCH • FOLGERS COFFEE • THE BEST FOODS, INC • OLYMPIA BREWING COMPANY • DR. ROSS DOG FOOD • THE PROCTER
GAMBLE COMPANY • BLOCK DRUG COMPANY • MILLERS BREWING COMPANY • STANDARD OIL OF CALIFORNIA • SCHENLEY
INTERNATIONAL CORP. • BROWN AND WILLIAMSON TOBACCO CORP. • CARTER PRODUCTS, INC. • FISHER FLOURING MILLS
R. J. REYNOLDS TOBACCO COMPANY • PILLSBURY MILLS, INC • PABSTSALES COMPANY • NORTHWEST AIRLINES • LINCOU
MERCURY • LIBBY, McNEIL AND LIBBY • HILLS BROTHERS • 1 fc|^^^GENERAL MOTORS CORPORATI
FORD MOTOR COMPANY • COLGATE PALMOLIVE PEET COMPANY • THM fcjj^MPANY* NALLE 1
INC • PHILIP MORRIS & COMPANY • LUCKY LAGER BREWING COtMj^E, Wfett t ALA *
AIRLINES • AVOSET COMPANY • WHITEHALL PHARMACAL compa 0IM| HIWWl EPWV° MPA
•INTERNATIONAL MILK PROCESSORS-WiLDROOT COMPANY, INC»J|£ MM I^RNF 0RATI<
• DURKEE FAMOUS FOODS • COCA COLA COMPANY • PAN AMERICAN^MB IvA WAT
COMPANY, INC. • LEVER BROTHERS • UNION OIL COMPANY OF CALIFORNIA^SUPF^MI W BREWIN
CORPORATION OF AMERICA • BLATZ BREWING COMPANY • AMERICAN TOBACCO COMPANY • MILWAUKEERAILrW* ANHEUSE
BUSCH • FOLGERS COFFEE • THE BEST FOODS, INC • OLYMPIA BREWING COMPANY • DR. ROSS DOG FOOD • THE PROCTER
GAMBLE COMPANY • BLOCK DRUG COMPANY • MILLERS BREWING COMPANY • STANDARD OIL OF CALIFORNIA • SCHENLE
INTERNATIONAL CORP. • BROWN AND WILLIAMSON TOBACCO CORP. • CARTER PRODUCTS, INC • FISHER FLOURING MILLS
A CBS affiliate
ALASKA BROADCASTING SYSTEM
KFOD, Anchorage • KFRB, Fairbanks • KIBH, Seward • KINY. Juneau • KTKN, Ketchikan • KIFW, Sitka
New York — Chicago
ALASKA RADIO SALES
17 E. 42 St., New York 11, N. Y.
Los Angeles
DUNCAN A. SCOTT & CO.
2978 Wihhire Bd„ Los Angeles, Cal.
San Francisco
DUNCAN A. SCOTT & CO.
Mills Bldg,, San Francisco 4, Cal.
Seattle
ALASKA BROADCASTING CO.
830 Securities Bldg., Seattle, Wash.
I
I
Gold ($18 billion) rush of 1952
U. S. exporters will divide an $18 billion pie this year.
It will be a chunky $3 billion over 1951.
To get their share smart advertisers are placing $60 million in
time and space at home, another $240 million through local dis-
tributors 1 — in all, a mere 1.66% of the $18 billion total.
In contrast, American business as a whole shelled out $6.5 billion 2
— or 4.3% — in advertising (time, talent, and production) to harvest
the $151.2 billion 3 Americans spent on consumer goods last year.
Of this. $2.2 billion went for newspapers, $690 million for radio,
$562 million for magazines, $484 million for TV.
How much of the export money is spent on radio is anybody's
guess, sponsor's guess, based on expert opinion, is about 10% or
$30 million, despite the fact that radio is by far the most effective
means of communication in countries burdened with poor roads and
high illiteracy.
What are the facts on the 50 countries permitting commercial ad-
vertising by air? Where are the 99 million sets outside the U.S.?
1 Export Advertising Assn. estimate - Amer. Assn. of Adv. Agencies and
Printers' Ink estimates 3 Sales Management estimate
(Continued on jollowing page)
World map of commercial • >•> O
radio-TV countries jmrsmrwi
International market ♦ •/» *
International radio
International TV
2.11
Newspaper comparison -•••#♦
• P */ ' >
Sponsors and agencies ♦•#-»
2:t:i
U. V reps for stations e p . » • »
abroad -»•/•#
14 JULY 1952
227
What is the market outlook in each country? What com-
petition do newspapers offer? What's the TV picture?
These questions, and many more, are answered in the
1,400 statistics listed in the accompanying charts.
The radio situation abroad is good. You can now reach
most of the free world over the 1,641 stations in the 50
countries indicated on sponsor's international commercial
radio map. Even if the country has no commercial radio,
you can get your message to its people over such inter-
national powerhouses as Radio Luxembourg, Radio
Monte Carlo, Radio Internationale (Tangier), Radio
Lourenco Marques in Mozambique. Radio Goa in Portu-
guese India, and Radio Ceylon, which is strong enough
to sell Wheaties to the Japanese emperor.
We've left out a few commercial-radio countries for
lack of information but will get them next time. Among
them: Andorra (which broadcasts in French and Spanish
to France and Spain ) , the Belgian Congo, British Kenya,
Formosa (Voice of Free China), and Iran, where com-
mercials are limited sharply. Biggest omission: the
U.S.S.R. because the market is frozen. The Soviet Union
has permitted daily commercials over many of its 100-
some stations since 1947. Of 13 million receivers, nine
million are wired so Ivan's got to listen to his master's
voice.
Want to "cover" the globe with an hour's program?
One main station in each country would cost you a mere
$5,993.65 As for commercials, you can buy three words
on Radio Cultura de Aracatuba, Sao Paulo, Brazil, for
only lO 1 /^- Among the cheapest: Radio Commercial,
Ecuador, 6(* for 15 seconds.
Here are 10 tips to the foreign-radio sponsor
1. Don't wait too long to try foreign radio. The "big
rush" to use the air is for three reasons: (a) improved
quality of programing; (b) press limitations (illiteracy,
urban circulation) ; (c) disproportionate rise in press
rates because of newsprint-price advances.
2. Work with station reps, local distributors and local
ad agencies to get the best programs. Use programs in
preference to announcements wherever possible. Too
much triple and quadruple-spotting.
3. Use a reliable export agency.
4. Cut your commercials in the U.S. for better quality,
but watch limitations on this (Chile, Colombia, Venezuela,
etc. ) .
5. Know national regulations. (Colombia bars singing
commercials. New Zealand won't let you brag. In Ire-
land you have to an Irish firm to sell via air.)
6. If currency regulations keep you out, consider local
Mibsidiaries.
7. Don't beat down rates. Result is multiple-spotting.
8. Edit your copy locally for idioms, usage.
9. Use variety programs. Too many soap operas.
10. Don't ignore TV. It's booming.
What's wrong with radio abroad? (Most common com-
plaints heard in the trade) :
1. Over-spotting (up to 10 solid minutes).
2. Need for more rate standardization.
3. Poor programs.
4. Little merchandising.
5. Almost no research.
6. Too many stations in small area.
7. Shortage of writers, performers.
BUT — all the experts who were asked agreed:
"Foreign radio is a very good buy!"
You can sell via radio in the
1 Angola
2 Argentina
3 Australia
4 Bahamas
5 Barbados
6 Bermuda
7 Bolivia
8 Brazil
9 British Guiana
10 Canada
1 I Ceylon
12 Chile
13 Colombia
14 Costa Rica
15 Cuba
16 Domin. Re pi
1 7 Ecuador
1 8 Germany
*** And these U. S. Territories and Possess!
i
228
SPONSOR
A
. «fW
.
1.
j countries
«
Greece
25 Japan
31 Mozambique
37 Pen*
44 South Africa
Guatemala
26 Jamaica
32 Mexico
38 Philippines
45 Spain
Haiti
2T Liberia
33 /Veu? Zealand
39 Portugal
4© For/. fw/irt
46 Surinam
47 Tangier
[Honduras
28 Luxembourg
34 Nicaragua
4 1 S««r
18 Trinidad
Hong Kong
29 M«/ay«
35 Panama
42 £7 Salvador
40 Uruguay
Italy
30 Monaco
36 Paraguay
43 Singapore
50 Venezuela
llaska D. Hawaii \j m Puerto Rico \) m
Virgin Islands
14 JULY 195
2
229
1. How big is the foreign market? (commercial radio countries only)
COUNTRY
POPULATION
1950'
NATIONAL
INCOME
1949'
'MILLIONS'
PER
CAPITA
INCOME
1949 1
1951
IMPORTS'
iMILLIONSi
1951
IMPORTS
FROM U.S."
'MILLIONS)
TRADE
OUT-
LOOK
LANCUACE
ILLITERACY
PERCENT
UNITED STATES
(For comparison only)
156,197,000
( 1 Mar. est.)
$276,000
(1951)
$1,707
(non-farm)
$10,962
Eng,
30 others
2.7
(1947)
1 Angola
4,597,000
$ 75.8
$
9.6"
Fair'
Port
90-100
2 Argentina
17,196,000
$
5,722
$ 346
$ 1,083"
$
233.4
Poor
Span
20-39
3 Australia
8,186,000
$
5,374
$ 679
$ 2,007
$
176.7
Poor
Eng
0-19
4 Bahamas
79,000
$ I7.2 ,J
$
10.3
Fair
Eng
40-59
5 Barbados
209,000
$ 2 1.7 '
$
1.6
Fair
Eng
40-59
6 Bermuda
37,000
$ 23"
$
1 1.0
Exc
Eng
20-39
7 Bolivia
3,990,000
$
221
$ 55
$ 55.8"
$
39.9
Good
Span
80
8 Brazil
52,645,000
$
5,530
$ 112
$ 2,012.4
$
699.4
Good
Port
56.7
9 Brit. Guiana
420,000
S
60
$ 141'
$ 32.1"
$
4.5
Poor
Eng, Hind'
20-39
10 Canada
14,009,000
$
16,000'
$1,143'
$ 3,879
$2,588
Exc
Eng, Fr.
3
7 7 Ceylon
7,550,000
$
487
$ 67
$ 327.3
$
19.2
Fair
3 used =
42.2
7 2 Chile
5,809,000
$
1,070
$ 188
$ 329.1
S
165.9
Poor
Span
28.2
1 3 Colombia
1 1,260,000
$
1,456
$ 132
$ 364.4
$
226.2
Good
Span
44.2
14 Costa Rica
837,000
$
105
$ 125
$ 46"
$
31.6
Good
Span
40-59
IS Cuba
5,348,000
$
1,550
$ 296
$ 640.2
$
539.7
Exc
Span
22.1
76 Oom. Republic
2,277,000
$
170
$ 75
$ 51.2
%
48.5
Exc
Span
60-79
1 7 Ecuador
3,378,000
$
134
$ 40
$ 55
%
34.8
Good
Span
60-79
78 Germany
69,000,000'
$
15,300'
$ 320'
$ 3,433
$
519.3
Poor
Germ
0-19
79 Greece
7,960,000
$
1,008
$ 128
$ 428
$
98
Fair
Greek
40.8 (1928)
20 Guatemala
2,803,000
$
293
$ 77
$ 80.8
$
47.2
Good
Span
65.4
2 7 Haiti
3,750,000
$
150
$ 40
$ 44.5
$
28.2
Good
Fr, Creole
80-89
22 Honduras
1,534,000
$
110
$ 83
$ 39.4
$
33.8
Fair
Span
66.3
23 Hong Kong
2,260,000
$ 665
$
103
Poor
Eng, Chin
40-59
24 Italy
46,272,000
$
10,800
$ 235
$ 2,1 18.7
$
456.2
Fair
Ital
26.1
25 Japan
82,900,000
$
8,260
$ 100
$ 2,124
$
596.6
Good
Jap
20-39
26 Jamaica
1,403,000
$ 62.7"
s
16.6
Fair
Mostly Eng
23.9
27 Liberia
1,648,000
$
62
$ 38
$ 17.3
$
21.8
Good
Eng
90-100
28 Luxembourg
297,000
$
162
$ 553
$ 2.529 1
$
376.6 1
Good'
3 used k
0-19
29 Malaya
5,227,000
$ 1,554
$
57.8
Fair
4 used 1
60-79
30 Mexico
25,368,000
$
2,960
$ 121
$ 782.9
$
711
Good
Span
51.6
31 Monaco
23,000
Good'
Eng, Fr, etc.
0-19
32 Mozambique
6,251,000
$ 57.5"
$
10.3
Fair'
3 used'"
90-100
33 New Zealand
1,920,000
$
1,610
$ 856
$ 442.1
$
58.2
Poor
Eng
0-19
34 Nicaragua
1,184,000
$
105
$ 89
$ 30
$
21.3
Good
Span
80-89
35 Panama
764,000
$
140
$ 183
$ 63.4 d
$
46.6
Good
Span. Eng
35.3
36 Paraguay
1,406,000
$
109
$ 84
$ 27.5"
$
4.3
Poor
Span
80-89
37 Peru
8,405,000
$
820
$ 100
$ 187.1"
$
114.6
Good
Span
56.6
38 Philippines
19,557,000
$
850
$ 44
$ 342.4"
$
350.3
Fair
Eng, Tagalog
60-79
39 Portugal
8,490,000
$
2,150
$ 250
$ 329.2
$
39.6
Fair
Port
48.7
40 Port. India
672,000
$ 15.4"
$
.946"
Poor
Eng, Port
90-100
4 1 Soar
943,000
Poor
Germ
42 El Salvador
2,150,000
$
197
$ 92
$ 63
$
42
Good
Span
72.8
43 Singapore
1,018,000
Poor
9 used'"
60-79
44 South Africa
12,320,000
$
3,200
$ 264
$ 1,315
$
247
Fair
Eng,
Afrikaans
60-79
45 Spain
28,600,000
$ 387
$
1 10
Poor
Span
23.2
46 Surinam
219,000
$ 20.76
$
8.1
Fair
Dutch
40-59
47 Tangier
150,000
$
14
Good
4 used' 1
60-79
48 Trinidad
627,000
$ 98.7"
$
8.9
Fair
Eng. Hind'
1
49 Uruguay
2,353,000
$
779
$ 331
$ 335.5
$
83.4
Good
Span
40-59
SO Venezuela
4,985,000
$
1,478
$ 322
$ 641.8
$
455.7
Exc
Span
56.6
U. S. TERRITORIES
A Alaska
200,000
$
185 s
$ 1,400 s
$ 350
$
300
Exc
Eng
0-5
B Hawaii
499,794
$
500
$1,600
$
340
Exc
5 used'
15.1
(1930)
C Puerto Rico
2,270,000
$
710
$ 313
$
310
fxc
Span, Eng
31.5
D Virgin Islands
27,000
Fxc
Eng
13.4
-•UN Statistical Office
Department of Commerce
h $l CO estimated from total radio
e area Angola, South V.'est
Belgian Congo, French Equa-
torial Africa
■'
"Hind' nana, Trini-
dad)
H951 (Canada)
-English, Hindi, Sinhalese used na-
tionally, many more internationally
'Ceylon I
''47,607,COO in West Germany
'Western Zone only
1 Inc Indes Belgium
1 ch, English, Flemish (Luxem-
bourg I
'English. Malay, Tamil, five Chinese
dialects (Malaya)
'"98% English, rest Afrikaans, sepa-
rate transmission in Portuguese for
Portuguese East Asia
"1949 (Port India)
"English, French, Dutch, Burmese,
Thai. Kyoyu, Cantonese, Peninsular Ma-
lay. Indoesian Malay (Singapore)
"Portuguese Asia
iFrench, Spanish, English, Arabic
(Tangier)
r Not to be considered part of for-
eign market, but listed here for com-
parison only
"Alaska Broadcasting System esti-
mates Alaska's income at $400 million;
thus per capita income is $2,000
"English, Japanese, Chinese, Filipino,
Korean
230
SPONSOR
2. What are the facts about radio abroad?
NO.
NO. SETS
COUNTRY
STA-
TIONS
OWNER-
SHIP
NET-
WORKS
SETS
PER
1.000
SAMPLE NICHT RATESt
TIPS TO ADVERTISERS All U.S. REPS
PERSONS
'see code page 233 i
UNITED STATES
2,347
pvt
4
103,000,000
664
WCBS. New York— $1,350
(For comparison only
(hr) $125 H5 sec)«
1
Angola
10"
pvt
9,000
2
Station CR6AA— $28 ihrl
Claims 13 mil people in cov-
Pas
$14 mo 115 sec daily)
erage area (92,772 Europeans) ' ""
2
Argentina
53
both
3
1,500,000
90
Market shrinking steadily
3
Australia
141
both
3
2,010,000"
254
3DB. Melbourne— $149 ihrl
$6.72 (3 mini
Cood market for U.S. HCR IRP
subsidiaries only
4
Bahamas
1
govt
11,750
150
Station ZNS— $34 02 (hr)
Cmrcl radio began Aug 1950
AJY
AJY
5
Barbados
1 ■■'
govt
6,000
30
Rediffusion'— $12.60 (hrl
Many U.S. products barred
due to currency curbs
6
Bermuda
1
pvt
10,000
270
Station ZBM— $36 (hr)
High per capita income
AJY
MG, PAB
7
Bolivia
26
both
1
150,000
28
Radio Nacional — $20 <hrl
Can use 10° o of time for
$1.50 ' 50 words!
cmrcls; most consumer
8
Brazil
211
both
3
2,500,000
51
Station PRA-— $432 (hr)
goods imported
Only 8% of profits exportable; \ac
still U.S.'s 2nd biggest mkti
$5.40 (15 words)
9
Brit. Guiana
1
pvt
35,000
85
Station ZFY— $21 (hr)
Many US. products barred AJY
70
Canada
156
both
3
5,000,000
357
CFRB. Toronto— $180 ( l/ 2
hr) $30 (15 sec)
Best U.S. market, 940/ radio DC JHM W &C, AJY
homes
7 7
Ceylon
2
govt
42.000
6
Radio Ceylon — $165 <hr>
Radio blankets 2 continents; Par
72
Chile
65
pvt
3
550,000
°6
Coop. Vitalicia — $4.47 (20 Must record ancmnts locally. m,0 PAR S$|<
words) most consumer goods barred '
73
Colombia
85
both
2
500,000
45
Nuevo Mundo — $120 'hr) Price controls out ICWM MG
$3.07 ( 15 sec) dad'
14
Costa Rica
Cuba
28
pvt
23,000
27
Alma Tica, San Jose — $3
(hr) $.18 (30 sec)
TAD
Better market than last yr ;AJY MG PAB
75
88
both
3
700,000
135
CMQ — Net, 17 sta) — $712 Mature, competitive radio
CWM, MG
''2 hrl $49 (15 sec) market; high standards
76
Dom. Republic
6
both
1
35,000
15
Hin-Hiln— $15 (hr) $.25 2,000 sets 1938; no foreign Mr PAR
(30 sec) exchange shortage M ^' rMD
77
Ecuador
35
both
50,000
15
Radio Comercial — $7.56 Imports to U.S. rose in yr CWM MG SSK
(hr) $.06 (15 sec) 1 ' '
78
Germany
23
govt
5 d
11,592,000"
167
Spot ancmnts only on a few
stations; expanding market ~
79
Greece
2
govt
143.000
18
Little cmrl radio activity PAR
Voz de Guatemala — $60 Watch coffee prices, Govt MG PAR
20
Guatemala
17
both
e
57,000
5
(hr) $1 (15 sec) fight with United Fruit
"-'.
27
Haiti
2
pvt
10,000
1
Station 4VM— $18 (hr) No Govt curbs; business
AJY, PAB
22
Honduras
3
pvt
0'
25,000
19
Radio Monserrat — $30 (hr) No govt curbs; road-building
AJY. CWM MG PAB
$.65 (30 sec) helping country
23
Hong Kong
3
govt
55,946"
30
Rediffusion'-— $20 (hr) $5
U.S. licensing strict AJY PAB
24
Italy
31
govt
2
7.543,000"
55
U.S. imports jumped 1 /3 in yr
25
Japan
139
both
3
8,701,000
106
Booming; 16 cmrcl stations PAR
being established
26
Jamaica
1"
govt
25.000
17
Radio Jamaica — $44.10 (hr) Many U.S. products barred AJY
27
Liberia
2
both
1,750
1
Station ELBC — $1 (mini jNo radio before 1951
28
Luxembourg
1
pvt
21,000,000**
Radio Luxembourg — $1,429 Best way to reach France,
(hr.) $343 (15 mini' Belgium. England
GB
29
Malaya
7
govt
3
44,263''
5
Rediffusion'' — $20 (hr) $5 Radio Malaya serves Singapore
(30 sec) and Malaya
AJY
30
Mexico
196
both
4
1,500,000
60
XEX, Mexico City— $220 XEX (500,000 wattsl most
(hr) $7 (30 sec) powerful in world
MG, NTS, AJY, HGO
37
Monaco
1
pvt
3,000**
Radio Monte Carlo — $348 Claims 225 mil people in
d/4 hr) $174 (5 min) coverage area
PAB
32
Mozambique
8"
pvt
600,000**
Lourenco Marques — $80.88 Covers South Africa, Rhodesias,
(1/2 hr) $9.70 (30 words) some Belgian Congo
PAB
33
New Zealand
28
both
2
509,000"
8,500
Severe import curbs
34
Nicaragua
22
pvt
1
20,000
17
Radio Mundial — $16 (hr) [Minor curbs only
$.83 (30 sec)
CWM, MG, PAB, AJY
35
Panama
26
pvt
2
80,000
105
Radio Cont., Panama — $15 !No curbs; stations tripled
<Vi hr) $1.30 (15 sec) since 1946
MG, PAB, AJY
36
Paraguay
6
both
1
80,000
61
Radio La Capital — $35. 64 (hrl Dramatic programs best bet
PAB
37
Peru
20
both
2
600,000
73
Radio America— $39 C/ 2 hr) 525,000 radios added in 1947-
$.98 (15 sec) 50, a free market
MG, PAB, AJY
38
Philippines
6
govt
2
79,000"
4
DZRH, Manila— $250 (hr) Imports from U.S. up to 40%
PAB, MR
$25 (20 sec)
in yr
I 39
Portugal
9
both
212,450
25
Under firm Govt supervision
PAB
! 40
Port. India
1"
govt
350,000**
Radio Coa — $132 (hr) $8
PAB
41
1 .-
Soar
1
pvt
9,000,000"
Radio Saarbrucken — $116 50 mil people in coverage area
(l/ 2 hr) $43 (20 sec)
PAB
42
El Salvador
12
both
21,450
10
Radio Mil Cicuenta — $28.60 No trade curbs; market open
(hr) $1 (15 sec)
MG, PAB
43
Singapore
7
govt
3
27,093"
53
Rediffusion' — $32 (hr) IMost U.S. goods barred
AJY
44
South Africa
37
govt
3
580,000
48
Springbok Network — $300
(hr) $12 (20 sec)
Sold out since inauguration
1950
PAB
45
Spain
39
both
604,746"
22
46
Surinam
2'
pvt
5,000
27
PZH, Paramaribo— $1. 50
(25 words)
Business somewhat better than
in 1951
PAB
47
Tangier
3
pvt
Radio International — $20 (15 Covers North Africa, Spain
min) $3 (25 words)
PAB
48
Trinidad
2
pvt
12,129"
20
Radio Trinidad — $36.75 Many U.S. products barred
AJY
(hr) $3.60 (45 sec)
due to currency curbs
49
Uruguay
45
both
1
300,000
126
Radio Carve $67.50 (hr.)
$.56 (20 sec)
U.S. imports doubled in yr
MG
50
Venezuela
29
pvt
200,000
43
Radiodifusora $120 (Vi hr) U.S.'s 4th best Latin market
MG, PAB
! U. S. TERRITORIES
\a
Alaska
9
pvt
2
106,000"
660
Alaska Bcstng. System' —
$202.35 'hr) $17.25 (20
Fastest growing market under
U.S. flag
ARS, JCF, DAS, SAW
B
Hawaii
12
pvt
4'
140,000
285
Station KCU— $112.50 (hr)
$15 (30 sec)
64,000 radio homes in 1939;
growth — 1 18°
(see page 233)
C
Puerto Rico
25
pvt
1
150,000
66
Station WAPA— $100 (hr)
$9 (15 sec) k
Had 6 stations 1939; radio
most effective medium
IAP, MG, ES, AJY, PAB
D
Virgin Islands
2
pvt
Station WSTA— $2550 (hr)
$1.05 (30 sec)
Stations cover Leeward Is.,
eastern Puerto Rico, others
CWM, PAB, AJY
E
WRUL, N. Y.i
pvt
$250 '. 1,2 hr) $35 (1 min)
Estimates audience 50,000
None
Europe. 125,000 Latin
Amc-ic»
'Medium wave l
nless oth
erwise
■"Licensei
i receivers only
-Class B time stations)
noted. Some stations
however,
oper-
■■Wired
redistribution servic
e; pri -
•'Alaska Bcstng. System estimate: •Only privately owned, operated
ate short and/or long
wave
i/ately owr
ed in British color
ies
106,000 "Commercial" short-wave station in
♦'Coverage in seve
ral countr
es
d Regona
only (West Germ
any)
'6 stations U.S.; broadcasts daily to Europe (5
tCapital city stat
ions; all
rates
"■Some si
lort-wave networks
reported
'Stations affiliated with Continental languages), Latin America (2 lan-
subject to frequency
discounts
'Smalles
time segment s
aid; no
U. S networks guages) ; transmitters in Scituate,
"Short wave
announcem
ents
l C\er Puerto Rican Network (3 Mass
3. How do newspapers compare with radio abroad?* cross section of American
sponsors abroad grouped
by their agencies
COUNTRY
NO.
DAILIES
TOTAL
CIRC.
COPIES
PER 1,000
PERSONS
CIRC. TOP
DAILY
INCH
RATE
UNITED STATES
1,773
54,017,938
346
2,251,430
$42.70
(For comparison only)
—
______
_ _ _
_ _ — _ _
- - — - -
- — — -
1
Angola
3
2
Argentina
180
3,460,000
209
340,000
$13.31
3
Australia
54
3,600,000
455
408,590
$ 6.20
4
Bahamas
2
6,000
77
4,000
$ .80
5
Barbados
1
13,000
64
9,846
$ .60
6
Bermuda
2
12,600
340
8,539
$ .80
7
Bolivia
9
56,000
14
26,415
$ 1.30
8
Brazil
220
1,500,000
30
140,000
$ 8.35
9
British Guiana
3
17,000
42
16,000
$ 1.20
10
Canada
94
3,446,915
245
421,121
$ 9.10
1 1
Ceylon
Chile
7
200,000
27
12
39
456,000
80
100,000
$ 4.00
13
Colombia
37
600,000
55
138,000
$ 3.60
14
Costa Rica
9
73,500
88
2 1 ,000
$ .80
15
Cuba
33
450,000
87
65,790
$ 2.00
16
Dom. Republic
3
40,000
18
19,084
$ 1.20
77
Ecuador
25
85,000
25
44,500
$ 1.35
78
Germany
162
16,500,000
238
225,000
79
Greece
60
800,000
102
20
Guatemala
6
50,000
13
28,000
$ 1.25
27
Haiti
6
24,500
6
6,000
$ .70
22
Honduras
2
14,500
II
7,800
$ 1.00
23
Hong Kong
Italy
5
24
98
4,500,000
98
450,000
25
Japan
130
18,423,000
224
1,895,228
26
Jamaica
2
65,000
47
54,335
$ 2.00
27
Liberia
Luxembourg
5
441
28
130,000
29
Malaya
19
151,000
30
30
Mexico
98
1,185,000
48
211,850
31
Monaco
Mozambique
New Zealand
3
48
365
32
33
688,000
140,000
34
Nicaragua
12
43.700
37
12,000
35
Panama
II
90000
118
25,000
36
Paraguay
3
17.000
13
18,000
37
Peru
41
320.000
39
110,000
$ 5.00
38
Philippines
20
480.000
25
96,000
39
Portugal
33
500,000
58
40
Port. India
Soar
El Salvador
2
9
31
$ 1.20
41
42
67,500
42,062
43
Singapore
12
1 12,000
1 13
44
South Africa
19
820,000
68
$ 3.85
45
Spain
121
1,570,000
10,300
56
46
Surinam
3
55
47
Tangier
2
20,000
133
48
Trinidad
2
48,600
80
49
Uruguay
31
400,000
170
102,190
$ 2.43
50
Venezuela
29
300,000
65
54,630
$ 2.25
U. S. TERRITORIES
A
Alaska
7
30,800
216
10,070
$ 1.40
B
Hawaii
4
145,000
317
76,715
$ 3.92
C
Puerto Rico
5
158,000
73
58,834
$ 2.50
Virgin Islands
3
2,000
74
2,000
$ 0.58
FOOTNOTE: 'Based on World Communications — Press, Radio. Film, Television (UNESCO, edited by
Albert A. Shcat and Editor 6 Publisher International Yearbooks, 1951, 1952.
Atherton & Currier
Eno, Scott & Browne
Potter Drug & Chemical
Compton Advertising
Campbell Soup
Procter & Camble
Dillon-Cousins & Assoc.
Colgate- Pa Imolive-Peet
Home Products International
Footc, Cone & Belding Int.
Armour Cr Co.
Hallicrafters
Foreign Advertising & Service Bureau
Best Foods
Gotham Advertising
A. C. Barnes Co., Inc. (medicinals)
The Collins Co. (agricultural tools)
Ex-Lax
Forhan's
Andrew Jergens
Jergens-Woodbury
Maple Island (dry milk)
Red Rock Co. of South America (beverages)
Zonite Products
International Advertising Agency
Anglo American Drug
Dr. A. W. Chase Medicine
J. M. Mathcs
Canada Dry Ltd.
Canada Dry Dc Cuba
McCann-Erickson
Coca-Cola
Home Products International iKolynos)
R. J. Reynolds
Schenlcy (Blatz beer)
Standard Oil of New Jersey
National Export Advertising Service
American Safety Razor
Borden
Electric Auto-Lite
Esterbrook Pen
Coodall Fabrics
Criffin
Lambert Pharmacal
Lever Bros.
P. Lorillard
National Carbon
Norwich Pharmacal
Packard Motor
Prest-O-Lite
Pro-phy-lac-tic Brush
Ruppert Brewing
Warner-Hudnut
Westinghouse Electric
Robert Otto & Co.
Campbell Soup
Humphreys Medicine
S. C. Johnson & Sons
Ceorge W. Luft (lipstick, powder, rouge)
Miles Laboratories
Miles Laboratories. Ltd., Canada
Miles Laboratories, Pan American
Northam Warren Corp. (nail polish, deodorant)
Lydia E. Pinkham
232
SPONSOR
F. & M. Schaefer
Standard Brands Int. (margarine)
U. S. Rubber Export (footwear only)
4. What is the TV picture abroad?
(Only countries
permitting commercials)
J. Walter Thompson
COUNTRY
station:
Carter Products
On
Build-
„ . ' Owner-
SAMPLE NIGHT RATES
Kraft
Air
ing
Planned
Sc ' S Sh,p
Mentholatum
1 Argentina
1
1
4
3,500 govt
2 Australia
12
qovt
Irvin Vladimir & Co.
3 Bahamas
1
govt
Artistic Foundations
4 Bermuda
1
pvt
Dodds Medicine
5 Brazil
3
1
4
15,000
pvt
Colden State (dairy products)
6 Canada
2
1
80,000
govt
TORONTO STATION
McKesson tj Robbins
$1,600 (hr.)
Mennen
$240 (20 sec.)
7 Colombia 1 '
1
govt
8 Cuba
6
2
8
70,000
pvt
CMQ-TV NET (5 Sta.)
Pierce's Proprietary
Pillsbury
Reid Murdoch (canned foods)
9 Dom. Republic
1"
1,000
pvt
$216 (l/ 2 hr.)
$32.50 (20 sec.)
Schlitz
10 Great Britain'
4 d
1
1,200,000
govt
7 1 Guatemala
1
govt
Seagram (liquor)
Weldon Farm Products
72 Italy"
7 3 Japan
3"
1'
1
4
22
1,500
govt
govt
Wildroot
14 Mexico
6
II
20
30,000
pvt
XHTV, MEXICO CITY
Wesley Associates (formerly Dorland
Advertising Ltd.)
75 Peru
1 6 Spain
l f
1
2
govt
pvt
$150 (hr.) $13 (I5sec.)
Gillette (using Radio Luxembourg)
1 7 Uruguay
1
govt
Young & Rubicam
18 Venezuela
1
govt
UNITED STATES
108
2,000"
17,500,000"
pvt
WNBT, NEW YORK
Bristol-Myers
(For comparison only)
$3,750 (hr.)
Continental Foods
*775 (20 sec.)
Ceneral Foods
Goodyear Tire & Rubber
U. S. TERRITORIES
Hunt Foods
A Hawaii
1
pvt
Johnson & Johnson
B Puerto Rico
1
2
pvt
Life Savers
Lipton
*U. S. State Dept. estimates total sets out-
c Expected to accept commercials in time
side U. S. at 2.5 million by Oct.
952.
d l experimental
tCoes on air in September (Monl
c l Vatican station,
2 experimental
Cluett, Peabody (Sanforized division)
rates lower).
'Experimental
Singer Sewing Machine
"Undecided on commercials
si 2 expected to be
on air by end of year
Time Inc.
b Due to go on air late July or August
h l July estimate
5. U. S. reps for radio & TV stations abroad
(with explanatory initials used on Chart 2)
ARS — Alaska Radio Sales
17 East 42nd St., New York 17
GB — Guv Bolam
175 Fifth Ave., New York 10
HCB — Howard C. Brown Co.
6059 Melrose Ave., Hollywood 38, Cal.
CWM — Clark-Wandless-Mann. Inc.
205 E. 42nd St., New York 17
DC — Donald Cooke. Inc.
551 Fifth Ave., New York 17 (also Chicago, Los
Angeles, Cleveland, Detroit, San Francisco)
JCF — James C. Fletcher. Jr.
60 West 46th St., New York 36
MG — Melchor Guzman Co.. Inc.
45 Rockefeller Plaza, New York 20
IAP — Inter- American Publications, Inc.
41 East 42nd St., New York 17
KA — Katz Agency. Inc.
488 Madison Ave., New York 22 (also Chicago,
Detroit, Kansas City, Atlanta, Dallas, San Fran-
cisco, Los Angeles)
SSK — S. S. Koppe & Co., Inc.
630 Fifth Ave., New York 20
JHM — Joseph Hershey McGillvra, Inc.
366 Madison Ave., New York 17 (also Chicago,
Los Angeles, San Francisco)
MR — Media Representatives, Inc.
270 Park Ave., New York 17
HGO — Harlan G. Oakes & Associates
672 S. Lafayette Park Place. Los Angeles, Cal.
(also, Chicago, San Francisco, New York)
1STS — ISational Times Sales
17 East 42nd St., New York 17 (also Chicago, Los
Angeles)
PAB — Pan American Broadcasting Co.
17 East 42nd St., New York 17 (also Chicago, Los
Angeles)
JBP — Joshua B. Powers, Inc.
345 Madison Ave.. New York 17
DAS — Duncan A. Scott
Mills Bldg., San Francisco, Cal.
ES — Edwin Seymour, Inc.
270 Park Ave., New York 17
GAW — Gilbert A. Wellington
5546 White-Henry-Stuart Bldg., Seattle, Wash.
AJY — Adam J. Young. Jr.. Inc.
22 East 40th St., New York 16 (also Chicago, St.
Louis, Los Angeles)
W&C — Weed & Co.
350 Madison Ave., New York 17 (also Chicago,
Detroit. San Francisco, Boston. Hollywood, Atlanta)
REPS FOR HAWAIIAN STATIONS
Walter Biddick Co.
1151 S. Broadway, Los Angeles 15, Cal.
Derney & Co.
535 Fifth Vve . New York 17
Free & Peters. Inc.
444 Madison Ave., New York 22 (also Chicago,
Atlanta, Detroit, Ft. Worth, Hollywood, San Fran-
cisco)
W. C. Grant Co.. Inc.
703 Market Street. San Francisco, Cal. (also I <>s
Angeles, New York, Chicago)
George P. Hollingbery Co.
307 N. Michigan Ave., Chicago 1, 111. (also New
York, Atlanta, San Francisco, Los Angeles)
Katz Agency
(address above)
Tracy Moore & Associates
6381 Hollywood St., Hollywood, Cal.
Western Radio Sales
79 Post St., San Francisco, Cal.
Adam J. Young. Jr., Inc.
(address above)
SPONSOR thanks — the following individual;
and organizations for helping gather the material
for these charts:
Steve Mann, Tom Malone, John Carter, Adam J.
Young, Jr., Inc.; Art Cordon, Tom Leary, Al
Alperton, Pan American Broadcasting Co.;
Charles Soden, Roy Smith, Alaska Radio Sales;
Peter McCurk, Weed & Co; Guy Bolam; Al
Martinez, Vincent Ramos, Melchor Guzman Co. ;
S. S. Koppe & Co.; Katz Agency; Regina Marrus.
Broadcast Advertising Bureau; Young & Rubicam;
UN Statistical Office; Chemical Bank & Trust
Co., N. Y. ; Export Advertising Assn.; Amer.
Assn. of Adv. Agencies; Amer. Newspaper Pub-
lishers Assn.; Colgate-Palmolive-Peet Co, Forgn.
Adv. Dept. ; U. S. Dept. of Commerce, N. Y.
Office; Consular Offices of Brazil, Liberia, New
Zealand, Germany, South Africa, Ireland; Natl.
Forgn. Trade Council; A. William Oliver, Jr.
Joshua B. Powers, Inc.; Fernando Eleta, Radio
Programas Continental, Panama; Louis Hernan-
dez de Hita, CMQ, Havana; Edwin Seymour.
Inc.; James C. Fletcher, Jr.; Irwin Vladimir &
Co. The following publications were used:
World Communications (UNESCO, Albert A
Shea, editor); Broadcasting; Dun & Bradstreet's
Intl. Markets; Editor & Publisher; Export Trade
& Shipper; Facts on File; New York Herald
Tribune; New York Times; Printers' Ink; Sales
Management UN Statistical Yearbook; World
Almanac.
II August issue of SPONSOR trill contain section devoted to Canada radio and TV
14 JULY 1952
233
czmna
KRRK
rfr&iHteU "Pte^enned Station
• T. K. Barton, Vice-Pres. & General Manager
• Julian F. Haas. Commercial Manager
• National Representatives. Ed. Petry & Co.
Ernest
A. He
lines
Big Reseurcr
Man
Marschalk &
Pratt
New York C
ity.
Dere Ernie:
Folk
s down here
iz so xcited these
days cause we're
fiP">Li
t in Class AAA
\ u»
a;**
baseball now
along with Min-
neypolis, Louise-
ville, K. C, and
Milwakey. Thats
a good crowd for
rl
, oar ('.has. Sena-
1 tors to be with.
1 Hit jist goes to
r show thet you
can't tell a mar-
kit by the popu-
m *
lation in the main
li
m
city, Mm her to
II
look at the hole
\1
H
area. Esso hez
»
Ix .!>
knowed about the
hole area, lor
go/n' on II \eres
^cp
1 WCHS haz bin
<H
v can i in' tli Es-
so Reporter.
Theyres lots oj
bizness
.7o« » here with coal and
chemic
es ant
! // C/YS ,<///, 5000 at 580
iz the way to
cocer
it.
Yrs.,
llgy.
w
c
H S
Charlc
ston, W. Va.
!lllilllllll!!l!l[|||||l!l!llltllll!!!l!lll!llllll!!lll
INDEX TO ADVERTISERS
illllllllllllllll!liilllll!lllll!llllllll!!!lillllllllW
Page
Alaska Radio Sales _ 226
Arktex Stations 86
Assoi iated Press 88, 89
Associated Program Service _ 168
Batten, Barton, Durstine & Osborn 3
Broadcast Musk. Inc. .. 163
( aravel 1 ilms 198
CBS Radio Network... ..51,52,53
CBS-TV S Sales 158,159
( 1(1. Montreal ... ...... 14
CKLW, Detroit _ 220
Crosley, Cincinnati Inside Back Cover
Don Lee - 17,18
DuMonl Film Sales 197
DuMonl Network 130
1 ilniuMc ... 195
Foote, Cone and lidding .... 13
Georgia [~rio 224
Goodman, Harry 4
Housewive's Protective League 61
Intercollegiate Broadcasting System 71
KARK, Little Rock 234
KBIG, Los Angeles 211
KCBS, San Francisco ...28.29
Kin I . Salt Lake Cit) .. 165
KKX, Portland, Ore . 59
Keystone Broadcasting System 127
KFMB. San Diego 146
KFVI), Los Angeles 87
KFYR, Bismarck 83
KGVO, Missoula 75
KMA, Shenandoah, la 6
K.MBC, Kansas City _ 93
KOWH, Omaha 35
KPAC, Port Arthur .___ 93
KPRC. Houston ... _ 25
KQV, Pittsburgh .... 74
KROD, El Paso . 92
KROW, Oakland _ 12
Kill, Tulsa ...._ 154
Kudncr Agency 7
KVOO, Tulsa 235
KWFT, Wichita Falls 83
KWJJ, Portland, Ore. .... 69
KXEL, Waterloo _. ..._ 103
K\(). El Centro 212
KY \. San Francisco ._. ...... 208
I alio and Love - 197
McCann-Erickson ...... .10,11
Mutual Broadcasting Svstcm .. . 18.49
NBC Publi( Relations . 153
NBC Spot Sales 97
Paramount 1 V 141
Peerless Film 195
Precision Film .. 200
Radiozark _ _ 31
RCA Recording 30
Sherman 199
Standard Audit and Measurement 207
Steinman stations liil
Storer Broadcasting Company 62, 63
I V Unlimited .. 199
Unit) IV 188
WAPX, Montgomery . 216
WAV)- I V. Louisville .. 145
WBAL, Baltimore 183
WBAY, Green Baj 222
WBBM, Chicago . 106, 107
WBNS. Columbus, O. .... 80
WBNS I V, Columbus, O. Ill
Page
W< U . Philadelphia .....32,33
WCAV, Norfolk 117
\V< lis, Charleston, \V. Va. 234
WCSH, Portland, Me. 26
WDAK, Columbus, Ga 92
VVDBJ, Roanoke, Va _ 75
WDBO, Orlando 60
WDSU, New Orleans 205
Weed and Company 125
WF.VD, New York 93
WFAA, Dallas HI
WFAA-TV, Dallas _ 175
WFBG, Altoona 79
WFBL, Syracuse .... 94
VVFBR, Baltimore 9
WFIL, Philadelphia ... 75
WGAR, Cleveland 57
WGR, Buffalo 76
WGTM, Wilson, N. C. . . 84
WHAM, Rochester _ 109
WHBF, Rock Island . 86
WHBQ. Memphis 105
WHDH. Boston .219, 221, 223, 225
WHEC, Rochester 91
WHEN, Syracuse _.. 34
WHIO. Dayton 151
WHO. Des Moines .... _ 21
WHP, Harrisburg 184
WIBC, Indianapolis 5
WIBW, Topcka 209
WIOD, Miami _ 70
W.JAR-TV, Providence ... 142
WJBK, Detroit 15
WJLS, Beckley _.... 98
WJR, Detroit 123
WKOW, Madison . 87
WKRG, Mobile 16
WKZO, Kalamazoo ... ... 147
WMAK, Nashville 210
WMBG, Richmond Inside Front Cover
WMT, Cedar Rapids 81
WNAX, Yankton 113
WNBQ, Chicago 173
WNEB, Worcester __ 64
WOOF, Dothan .... . 86
WOR TV, New York Front Cover
World Broadcasting System 22, 23
WPAL. Charleston, S. C ... 129
\\ PRO, Providence ..... ...... 115
WQXR, New York . _ 73
WRBL. Columbus, Ga . 82
WRC, Washington 215
WREC, Memphis _ 213
WRFD, Worthington 4
WRNL, Richmond . 87
WSAZ IV, Huntington . .. 148
WSBT, South Bend 85
WSM-TV, Nashville ... 136
WSOK. Nashville .. 77
WSPA, Spartanburg 95
WSI'D. loledo . 72
WSRS, Cleveland 68
WSYR, Syracuse 218
WI AX, Springfield. 111. ... 214
\\ I ( N , Minneapolis 36
VVTIC, Hartford 201
VA I Ml, Milwaukee _ 27
WTVJ, Miami _ 143
WVET, Rochcstei 84
WWCA, Gary 78
WWDC, Washington Back Cover
WWJ, Detioit 55
WWRL, Woodside 90
WXEL, Cleveland _ 167
^ oung ami Rubicam
8
Zenith ... 217
Ziv, liede.ic W., Company 119, 120. 121
Zi\ rclevision Programs 1 34, 13 r >
234
SPONSOR
KVOO T/fotfAqain
Adding new lustre to a long record of
"firsts" in radio broadcasting is the
"KVOO AREA DEVELOPMENT
DEPARTMENT". Believing that our
responsibilities extend into the future as
well as the present, and that the needs
and opportunities of the area we serve
can be helped through better coordina-
tion of area efforts and interests, KVOO
established this new, full time depart-
ment May 15th.
Headed by Tom DeVore, formerly
KVOO Program Director, the KVOO Area De-
evelopment Department is now busily at work
in cooperation with chambers of commerce, civic
clubs, vacation and recreational groups, and other
organizations whose prime interests are building
a greater Southwest.
This is the kind of broadminded, unselfish service
which has built Oklahoma's Greatest Station to
its present enviable stature. It is the kind of
■■ COMPLETED
W& AUTHORIZED 8
APPROVED
CURRENT PROJECTS
TULSA AREA
WATER DEVELOPMENT
)
Above map shows tremendous lake development in
Eastern Oklahoma, Western Arkansas and Southwest
Missouri where outstanding recreational and industrial
opportunities are now being realized. This represents
but a part of vast water and power resources available
in KVOO area.
service which makes advertising heard on this
station have a great "plus value" for sponsors.
If you want to put your product advertising first
in this market use the first station in the area . . .
It's KVOO, of course, Oklahoma's Greatest
Station!
RADIO STATION KVOO
50,000 WATTS
14 JULY 1952
NSC AFFILIATE
EDWARD PETRY AND CO., INC. NATIONAL REPRESENTATIVES
OKLAHOMA'S CREATEST STATION
TULSA. OKLA
235
SPEAKS
When you're in the buyer's seat in
advertising, there's no more pleasur-
able feeling than being equipped with
the right tools; like having within your
reach basic facts about the medium,
the latest developments in each lacet
and corner of the field, maps, price tab-
ulations with handy descriptive data,
and other things that it takes to go
about the job of making shrewd rec-
ommendations or decisions. We think
that this year's Fall Facts issue offers
all that, and more, neatly wrapped up
in a concise, comprehensive package.
Guesswork never makes a good sub-
stitute for well marshalled facts. We
believe that Mr. Advertiser and Mr.
Agencyman can't help but find some-
thing of practical and immediate value
to him within these covers, and out of
this discovery will come a natural urge
to roam through the various sections,
examining research charts, tables on
costs and spending.
Out of the massive collection of "tips
to sponsors" that sponsor's editorial
staff has garnered, the following are
but a sample:
1. Get in early with your orders for
morning radio time — Agencies report
that they're finding the situation tight
on most of the top stations. The once
considered more or less "marginal
hours" between 6:00 and 9:00 a.m.
continue to grow in value and there's
a marked move to hike the rates here
via reclassification of time. .Accounts
like Silver Star blades find the stretch
between 6:00 and 8:00 a rich vein not
merelj in terms of impact but dollar
value. Opportunities for a sponsor to
get an effective sell on these morning
man participating shows are getting
•keener all the time, since the presiding
personalities, as a rule, gain such ac-
ceptance for themselves as to insure
faith in what they say about a product.
2. Look into late night TV partici-
pating programs — An overwhelming
number of stations program up to mid-
night and beyond and participations in
the film shows have proved a note-
worthy buy for all types of products
directed at adults (see 21 April SPON-
SOR, page 28).
3. Scan the list of network radio
shows — Some of them have seen con-
sistently successful sponsored service
and can be had at an attractive price.
You'll also find a few that have re-
cently been debuted sustaining-wise,
which could entice the audience you
want and at the right price. Buying a
program with a track record is the line
of least resistance, but you can never
tell but what one of the newcomers is
more in keeping with current tastes or
preferences.
CUIDE TO FALL BUYINC
Spread over the five question-ami-
answer sections of this 236-page Fall
Facts issue, sponsor's sixth, are tips
on what radio and TV have available
for sponsorship this fall, tips on good
buys, and hundreds of facts that can
be of immeasurable aid when buving.
Highlighted in the issue, are the
basics — radio, television, and interna-
tional, sponsor this year for the first
time presents a TV Basics, which in
itself covers 12 pages. Radio Basics
this year covers 15 pages more than
last year. Indicative of its popu-
larity is the fact that the reprint of
last year's Radio Basics sold over
30,000 copies.
Highlighted on this j/age are sev-
eral of the buying opportunities
charted in this Fall Facts issue.
4. Consult sponsor's film shows
cliart — There are quite a number here
with solid track records, half and
quarter-hour films tailored for TV that
can provide read\ access to stations
where the schedules are more or less
taut. Included are shows of radio
origin whose film versions have been
taring well on a national account's
rather limited network lineup. You'll
find this chart I starts page 189) comes
in handy under your desk-glass or in
your file if and when the problem of
film buying or recommendation is
brought up.
5. Inquire about the availability of
syndicated radio shows — You'll en-
counter lots of topnotch fare that has
racked up substantial audiences and
performed crack selling jobs. The buy-
ing pattern is tailored to your own re-
quirements, either regional or local.
6. Check on the availability of well-
grooved late evening news on local ra-
dio stations — A leading news sponsor
of national proportions here and there
has let go of news periods that have
done him yeoman service through the
year to tackle TV, but the odds are that
these radio niches still pack plenty of
punch for the money.
7. Keep yourself apprised of the
TV homemakers and interview pro-
grams — This type of show, which spans
the clock from 10:00 a.m. to 3:00
p.m., usually proves effective for both
high acceptability and product turn-
over for those who are primarily inter-
ested in the housewife market. Pride
in local personalities appears to be a
major factor in giving the type a quick
build, and as a rule it's a specially
economical buy.
This issue is the biggest and most
fact-packed in the history of sponsor's
Fall Facts series. It takes you through
all stages of the radio business, net-
work and spot, incisively covering
trends, characteristics, the way each
can be bought, and program opportu-
nities.
For the advertiser who is film-mind-
ed there's an up-to-the-minute review
of the field from all angles, a look-
around at trends and programs.
An innovation in this sixth Fall
Facts issue is an international section,
called International Basics. It will be
read with interest not onlv in this coun-
try but in many other countries
throughout the world. It represents the
most factual study yet published on
international advertising with specific
relation to air advertising. It contains
about 1,400 facts and covers 50 coun-
tries plus U. S. territories and posses-
sions. Included is market data on
radio-TV, newspapers, station reps, ad-
vertisers, and agencies in the inter-
national advertising field.
We hope that Fall Facts proves as
profitable in your everyday business
operations as we found its preparation
exhilarating.
236
SPONSOR
Mzetyoc/r
Who is he? He's the American Farmer, the
current American capitalist. He's the real
owner of his own business — and farming is big
business today.
He makes a lot, he saves a lot, he spends a lot.
He's your best prospective customer.
One-tenth of all these prosperous prospects for your
product live in WLW-Land— One-tenth of America.
The best way to reach them is by Radio . . . and the most
effective and economical radio in this area is WLW.
The full story of "Your Best Customer" —
all the facts and figures— is on film. Ask to see it.
WLW
The Nation's Station
BONUS
in Washington
When you buy WWDC in Washing-ton, you get a great big free bonus
audience! A special survey by Pulse — made when no baseball or other
special broadcasts were on the air — shows that WWDC has by far the
largest out-of-home audience in the Washington area.
Out of 504 time periods measured by Pulse, WWDC was first 302
times, and tied for first 147 times. In other words, WWDC dominates this
audience 94% of the time.
And this out-of-home audience is big. U. S.
Government figures show that the Washington
market has 244,067 automobiles with radios.
This big bonus audience that WWDC
delivers advertisers is just one more reason
why WWDC is the Washington station that
sells goods.
Your JOHN BLAIR man will give
you all the details about WWDC's
dominant position in this always-rich
market. Call him soon.
REPRESENTED BY JOHN BLAIR & CO.
WASHINGTON, D. C.
I 22
, ik 20 m y
use magazine lor Radio and TV advertisers
28 JULY 1952
50c per copy • $8 per year
•
<•>
Advertisers learned
plenty at the
conventions
page 24
(How WFAA's Anniversary
"Fair" boosted
advertisers
page 26
2o
In Los Angeles . . .
RADIO REACHES JUST 1%
Shooting for bigger sales in Los Angeles?
Radio is your most effective weapon. Because 99%
of all homes in metropolitan Los Angeles are radio
homes. And of all Los Angeles radio stations, KNX
scores highest, winning 41% more 14 -hour firsts
than all other Los Angeles stations combined. (At
night, when TV viewing is at its peak, KNX
LESS THAN EVERYBODY!
delivers 14.2% more families than the average TV
station, too . . . at less than half the cost.*) You're
sure to hit your sales target 99 times out of
100 when you use 50,000-watt KNX. For details,
call us or CBS Radio Spot Sales.
KNX
Los Angeles • CBS Owned
Represented by CBS Radio Spot Sales
SOURCES PULSE. MARCH APRIL 1952 • TELEPULSE.
=RIL 1952
SROS. MAY 1952
3MB 1949
(*CLASS A
■JUTE BREAKSj
"COST TOO MUCH", they said ... until
WLS GETS RESULTS .
Jf&i the
AUTOMOTIVE
SUPPLY INDUSTRY
people started
ttkmkfa\i)\
A certain manufacturer makes a tractor brake requiring
original factory installation on new tractors. It can
not be used for replacement.
This brake is exceptionally high quality . . . and has
an unusual safety factor . . . but is somewhat more costly,
so most tractor manufacturers hesitated to use it.
Their costs had already sky-rocketed . . . and they didn't
think farmers would pay more for tractors with
these better brakes. As a result, these brakes
were available on only twenty-three 1950 models.
An intensive advertising campaign on WLS "sold" the
idea and advantages of these better brakes to
farmers . . . and the demand thus created readily convinced
leading tractor manufacturers. As a result, these brakes
were offered on forty-eight 1952 models...
and the brake manufacturer had $3,000,000 in orders.
If you have a product or service of merit . . . you'll find
the vast WLS audience equally receptive and
responsive to sound reason and sincere appeal.
Better see your John Blair man or contact us today. . .
and add yours to the growing list of success stories
being developed for WLS advertisers the nation over.
890 KILOCYCLES, 50,000 WATTS, ABC NETWORK REPRESENTED BY JOHN BLAIR & COMPANY
Vick's new cold
syrup headed for
spot radio-TV
Cigarettes spend
only 2/5 cent per
pack for advertising
Ennds air budget
now $3,000,000
Multiple sponsors
better for
conventions?
Longines may
be looking
Film trend spurs
executive transfers
Telemeter points
to Telethon
as fee-TV success
Survey holds
stations
responsible
for TV morals
Vick Chemical will use heavy radio and TV spot campaign this fall for
its new cough sy rup, Cetamin. Schedule of one-minute radio announce-
ments will take in major and secondary markets. TV lineup provides
for about 20 markets. Use of both media will be coast to coast.
-SR-
0. Parker McComas, Philip Morris president, disclosed at stockholders*
meeting cigarette industry's average for adver t ising^ is but two-
fifths of cent per package. He cited this fact in relating industry's
efforts to get tax relief and "a Congressman's" rejoinder industry
could absorb tax increases by dropping advertising. McComas stated
Federal Government gets $1,500,000 annually from cigarettes; states
and cities, $500,000,000.
-SR-
Pearson Drug spending over $5,000, 000 in radio-TV for Ennds during
next 12 months, concentrating on network shows. Includes Inner Sanc-
tum, My Friend Irma, Police Story, all CBS, and Lights Out, NBC.
-SR-
Radio-TV experts of Democratic National Committee believe network s
erred in selling Chicago Convention sponsorship to si ngle classi fica-
tion of advertiser (appliances) and each network to single sponsor.
They thought each network should have had multiple sponsorship for va-
riety in commercials. (Cross-section of trade opinion on commercial
treatment during convention broadcasts appears on page 24. )
-SR-
Trade buzzing with report Longines-Wittnauer Watch open to agency
switch. Account now with Victor A. Bennett Co.
-SR-
Increased transfer of executive personnel from New York to Hollyw ood
by ad agencies, syndicators and others to meet st epped-u p trend toward
film sho ws. Among syndicators latest switch is Herbert Gordon, Ziv
vice president in charge production, who will make Hollywood his base
of operations indefinitely. (See article covering economics of trend
toward film programs on page 19. )
-SR-
International Telemeter Corp. is citing as proof of boxoffice sound-
ness for its fee-TV system — which is-pay-as-you-see — experience of
recent Bob Hope -Bing Cro sby fund-raising Telethon. (Over $1,000,000
pledged but relatively small portion redeemed.) Comments Telemeter:
"The Q.E.D. seems to be that entertainment, no matter where it is
sold, must be sold for cash."
-SR-
Woodbury College, in California survey dealing with TV's impact on
viewers' daily habits, found 5 5% s et owner s polled thought stations
should be responsible for m oral stan da rds TV programs ; 28% said it was
up to advertiser. On query whether they would pay $1 to see telecast
of major sports event in theater, 73% voted "no", but 55% answered
they would pay that sum if sports telecast were in home.
SPONSOR. Volume 6, No. 15. 28 July 1952. Published biweekly by SPONSOR Publications. Inc.. at 3110 Elm Ait . Baltimore, Md Executive. Editorial. Advertising. Circu-
lation Offices 510 Madison Ave.. Xew York 22 $8 a year in I'. S $9 elsewhere. Entered as second class matter 29 January 1919 at Baltimore. Md postofflce under Act 3 March 1879.
REPORT TO SPONSORS for 28 Julv 1952
Radio specialists
head key spots
in NBC merger
KFEL-TV on air
within 10 days
of permit grant
TNT sets up
division for
meetings telecast
BAB, Pulse
offer data on
out-of-home
listening
Negro radio
wins strong
listener loyalty
Bing Crosby
selling TV film
through CBS
C & W survey
shows viewing
grows with length
of set ownership
Nature realignment NBC organizational setup proving somewhat of puz-
zler to trade. Especially with regard assignment d i rection of radio-
TV merged top key departments — sale s and programing — to two radio
specialists, John K. Herbert and C.iarles C. Barry, sales and program
vice presidents, respectively. Under merger all NBC TV and radio
operations both report to still another radio man, Frank White, gen-
eral manager. Only explanation trade observers seem able conjure up
for this concentration of authority in radio specialists is it could
represent gesture of assurance to NBC radio affiliates. Chain of
command has White reporting to Sylvester L. Weaver, Jr., who in turn
reports to Joseph H.McConnell, NBC president.
-SR-
KFEL-TV, Denver, went on air (21 July) 10 d a ys after it got construc-
tion permit , setting r ecor d among TV Stations. Station had purchased
equipment many months before, and, after CP grant came through for
channel 2, it prevailed upon FCC to give it special temporary author-
ization. This may be beginning of series quick starts from among
latest CP grantees.
-SR-
Theater Network Television has created a new division, Theater Tele-
Sessions, to handle closed circuit live broadcasts of dealer, stock-
holder and institutional meetings. Division will be directed by Vic-
tor L. Ratner, former CBS advertising-promotion head and lately Macy's
ad director.
-SR-
Broadcast Advertising Bureau, in brochure on auto sets, estimates
count now around 24,500,000. This is 65% of nation's 57,000,000 auto-
mobiles. Pulse survey of "going to work habits" (conducted in May
1952) found that 842,750 persons in Los Angeles area, 74% of them
traveling by auto, listen to radio while going to work. New York area
study by Pulse gave this type of listening count as 907,960, with por-
tion who travel by auto given as only 26%.
-SR~
Increasing numbers of sponsors are beaming messages to Negroes via
radio stations which set aside all or part of programing for Negro
listeners. Stations have developed standing in Negro communities by
deft combination of e ntertainment and public service programing. WEAS,
Decatur, Ga. , for example, has programed for Negroes since going on
air in July 1947. Station won citation for show which was credited
with bringing about 58% decrease in juvenile delinquency. By such
community-minded actions, Negro-appeal stations win l istening and buy -
i ng loyalty. (Section covering Negro radio starts on page 29.)
-SR-
CBS-TV Film Sales has taken over the sales representation of Bing
Crosby Enterprises* TV film Productions. Properties include C rown
Th eatre, The Hank McCune Show, R eb ound and The Chair on th e Boulevard.
-SR-
Cunningham & Walsh's F ifth Annual Videotown Survey just completed
discounts theory that longer family has TV set the l ess time it s pend s
watching it. According to survey, older sets are in use for average
5 hours daily and viewers in general are staying up half hour later
than last year to watch TV.
SPONSOR
THROUGHOUT THE WCCO AREA...
6 A.M. TO MIDNIGHT... 7 DAYS A WEEK.
WCCO
-delivers, on the average,
a 32% bigger audience
delivers a bigger audience
during 3 out of
every 4 quarter-hours
-than the total audience
of the next 30 stations in
the area combined -
at one-sixth the cost!
BROWN
BUFFALO
BURNETT
CARVER
CASS
CHIPPEWA (M.)
CHIPPEWA (W.)
CHISAGO
CLARK (S.D.I
CLARK (W.)
CLEARWATER
CODINGTON
COTTONWOOD
CROW WING
DAKOTA
DAY
DEUEL
DICKINSON
DODGE
DOUGLAS
DUNN
EAU CLAIRE
EMMET
FARIBAULT
FILLMORE
FREEBORN
GOODHUE
GRANT (M.)
GRANT (S. D.)
HAMLIN
HENNEPIN
HOUSTON
HUBBARD
IRON
ISANTI
ITASKA
JACKSON (M.I
JACKSON (W.)
KANABEC
KANDIYOHI
KINGSBURY
KOOCHICHING
KOSSUTH
LAC
QUI PARLE
LAKE
LAKE OF THE
WOODS
LE SUEUR
LINCOLN M
LINCOLN (W. I
LYON
MARATHON
MARTIN
MCLEOD
MEEKER
MILLE LACS
MINER
MOODY
MORRISON
Source: WCCO Listener Diory, concluded by Benson and Benson, Inc.
throughout WCCO's 50-/00% 8MB Day-Nigh) Area. Spring 1952
MOWER
MURRAY
NICOLLET
NOBLES
OLMSTED
OTTER TAIL
PEPIN
PIERCE
PINE
PIPESTONE
POLK
POPE
PRICE
RAMSEY
REDWOOD
SWIFT
TAYLOR
TODD
RENVILLE
TRAVERSE
RICE
M TREMPEALEAU
ROBERTS
WABASHA
ROCK
WADENA
RUSK
WASECA
ST. CROIX
WASHBURN
ST. LOUIS
1 WASHINGTON
(NORTH)
WATONWAN
SAWYER
WINONA
SCOTT
WRIGHT
SHERBURNE
YELLOW
SIBLEY
MEDICINE
STEARNS
STEELE
w
STEVENS
WCCO
Minneapolis
-St. Paul
50,000
watts
Represented
by CBS
Radio Spot
Sales
(Tfr
EEQ
ARTICLES
Ss the rush to film shows economically sound?
Some say film's high quality with the opportunity for amortizing costs through
reruns make it a sponsor's best bet. Others are skeptical. Here are both sides
Stocks on the air
Something's happening to Wall Street — the Market is going middle class. Part
of the credit for broadening the securities market must go to increased use of
radio by brokers who are now finding radio produces leads at low cost
Whttt sponsors learned at the conventions
SPONSOR queried a cross-section of advertisers and agency executives to get
opinions about convention commercials and their effectiveness. Most provoca-
tive were the comments of radio-TV consultants to the Democratic Party
WFAA's Anniversary "Fair"' boosted sponsors
Station made its anniversary the occasion for merchandising sponsors' products
NEGRO RADIO SECTION
19
22
24
2H
The Neyro market: $15,000,000,000 to spend
Recent strides, social and economic, of the American Negro have made him a
first-class target for air advertising by sponsors in practically all categories
l%eyro radio: 2®0-plus specialist stations
Outlets for programing pinpointed at the Negro market are on the increase. So
is the amount and quality of research they supply to advertisers
Neyro radio: a picture summary of its strenyth
Popping out of these picture pages is a visual explanation of Negro radio's
vitality as a medium
Selliny to Neyroes: don't talk down
Using "Uncle Tom" approach wins an advertiser nothing but scorn. Tieing in with
established local personalities is the key to successful selling
JMeyro results stories: rich yield for all clients
Local advertisers proved that the trick could be done, now the national "blue
chips" are cashing in on pinpointed sales approaches
COMING
30
32
34
36
38
28 July 1952 • Volume 6 Number 15
C OMPLETE REPORT OI\ CANADIAN RADIO
II 111 If HX J
An entire section devoted to facts about Canada as a market, its radio adver-
tising opportunities in detail, for the guidance of U.S. sponsors
A TV station's first year of operation
SPONSOR commissioned independent consultant Peter R. Levin to chart the
cost of a TV station from application to first anniversary
DEPARTMENTS
MEN, MONEY & MOTIVES 6
510 MADISON 8
NEW AND RENEW 11
MR. SPONSOR: N. P. Hutson 14
P. S. 16
RADIO RESULTS 40
MR. SPONSOR ASKS . 42
COMMERCIAL REVIEWS 46
AGENCY PROFILE: C. MacCracken Z0
ROUNDUP 52
WHAT'S NEW IN RESEARCH 54
SPONSOR SPEAKS 88
Editor & President: Norman R. Glenr.
Secretary-Treasurer: Elaine Couper S>«on
Executive Editor: Ben Bodec
Managing Editor: Miles David
Senior Editors: Charles Sinclair, Alfred J. Jaltfc
Department Editor: Fred Birnbaum
Assistant Editors: Lila Lederman,
Richard A. Jackson, Evelyn Konrad
Special Projects Editor: Ray Lapica
Contributing Editors: Bob Landry, Bob Foremai
Art Director: Donald H. Duffy
Photographer: Jean Raeburn
Vice President - Advertising: Norman Knight
Advertising Department: Edwin D. Coopei
(Western Manager), George Weiss (Travel-
ing Representative, Chicago Office), Maxine
Cooper (New York Office), John A. Kovchnk
(Production Manager), Cynthia Soley, John
McCormack
Vice President - Business Mgr.: Bernard Piatt
Circulation Department: Evolvn Sfltr I Sin
srriDtion Manager! Emily Cutillo. Josephine
Doloroso, Patricia Collins (Readers' Service)
Secretary to Publisher: Auqusta Sriearmoi
Office Manager: Olive Sherban
Published biweekly by SPONSOR PUBLICATIONS INr
combined with TV. Executive. Editorial. Circulation, ana
Advertising Offices: 511) Madison Ave.. New Tom ii
N. V. Telephone: MT'rray Hill 8-2772. Chicago lim.f
Hi] R. Crapd Ave.. Suite 110. Telephone: SI'perhT 1 «x«a
Wesl Coast Offlre: 6087 Sunset Houlevard. I.o« Uiireh-.
Telephone: Hillside SllSfl, Printing Offlre: 3111 Flu
Ave.. Baltimore 11, Md. Subicrlptloni: I'nlted sta'-i
*8 a year. Canada and foreign Jit Sinele copies Mic
Printed in 17. S. A. Address all correspond-ric in in
Madison Avenue. New York 22. N.Y. MT'rray lllll 8 2772
Copyright 1952. SPONSOR PUBLICATIONS INC.
a
"KWKH
produces
phenomenal
returns
»
Says R. W. HODGE
Vice-President, National Automotive Maintenance Ass'n
As a successful automotive maintenance operator, and
a top official in the NAMA, Mr. R. W. Hodge is doubly
qualified to discuss KWKH's advertising value for mem-
ber garages in the Louisiana- Arkansas-Texas area.
Here's what he recently wrote us:
••KWKH's Louisiana Hayride produced $140,000
in financed business for the members of the Shreve-
port Chapter NAMA during the year ended Feb. 1,
1952. This was directly traceable to the Hayride
since our finance plan was not advertised in any
other way. We cannot say, definitely, how much
cash business the show influenced, but all agree it
was considerable*
"This phenomenal return was in addition to the pres
tige value of the advertising. I sincerely believe that
KWKH's Louisiana Hayride is the most productive
advertising we could possibly have bought.
KWKH DAYTIME BMB MAP
Study No. 2— Spring 1949
KWKH's daytime BMB circulation is 303,230 families,
daytime, in 87 Louisiana, Arkansas and Texas counties.
227,701 or 75.0% of these families are "average daily
listeners". (Nighttime BMB Map shows 268,590 families in
112 Louisiana, Arkansas, Texas, New Mexico, Mississippi
and Oklahoma counties.)
(Signed) R. W. Hodge
»
50,000 Watts • CBS Radio
KWKH
A Shreveport Times Station
Texas N i
SHREVEPORT I LOUISIANA
Arkansas
The Branham Company
Representatives
Henry Clay, General Manager
thaVs what
you like about
the South 9 s
Baton Rouge
. . . because your sale? story
on WJBO. the booming voice
of Baton Rouge, reaches the
largest overall audience of any
station in the market.
The South, traditional land of
cotton, has become the dynamic
land of new industry. Baton
Rouge typifies the South"s in-
dustrial -- and agricultural -
growth. Use Baton Rouge as a
test market, or use it as part of
an integrated marketing plan —
but use it — for results!
5,000 watt affiliate in Baton Rouge, La.
AmilATED WITH THE STATE-TIMES AHO MORNING ADVOCATB
FURTHER DATA FROM OUR NATIONAL REPRESENTATIVES
GEORGE P. HOLLINGBERY CO.
I«, il«|
flumi
a
Robert J. Landry
The myth of the barefoot boy
In the year 1802 Eleuthere Irenee du Pont, from France, set up a
small plant near Wilmington. Del., for the manufacture of black
powder, an explosive for which there existed a booming demand in
a new land of hunters, Indian-fighters and land-clearers. The black
powder was to be used in 1805 against Barbary Pirates. Until 1832
it was the sole product of the company. Then du Pont expanded
into refined saltpeter, charcoal, acids and creosotes. By 1880, with
the American Far West rapidly opening to settlers, du Pont added
dynamite and nitroglycerine, invaluable aids to mining, quarrying,
building and railroading. Today the gamut of products is dizzying
but definitely no longer limited to work-aids for brawny males. Today
du Pont is as close to the gals as their stockings, bras and girdles.
* •>:- «
The fact that du Pont currently celebrates 150 years of operation
stands out, firstly, because of the fabulous saga itself, and, secondly,
because singularly few American corporations can boast so long a
span. A college professor sampling the manufacturers of western
Pennsylvania recently established how very few companies were 75
years old. But, interestingly, many were, or soon would be, 50 years
of age. Probably a dozen big companies, most conspicuously the
Ford Motor Company, are commemorating the half-century mark
this very year, 1952.
* * *
When a big company clicks off 50 years and is still going strong,
that fact assumes importance not alone as a case-study in the princi-
ples I and personalities ) of management but as part of the over-all
case for the so-called "American Way of Life." Instinctively, man-
agement sees this. If not, trust public relations counsels or advertis-
ing agencies to point it out. Typically, the 50th anniversary is cele-
brated by plenty of special spending — all the way from special movies
to special business biographies to expanded advertising.
•X- « *
Put this down as one part of "institutional advertising." itself a
fairly new phenomenon. For a long time, during and after the first
"Hundred Days" of the New Deal and the NRA, businessmen took a
terrific emotional shellacking. For ordinarily opinionated chaps,
many of them were strangely meek. Recovery of self-confidence and
dislike for having themselves used as whipping boys finally produced
tentative answers in the form of paid advertisements. In this sense,
institutional advertising may be described as an uncertificated off-
spring of the first two Roosevelt administrations. The utilities took
the leadership in advertising their arguments, and it was the utilities,
remember, that President Truman had in mind when he rapped "non-
selling" advertising by corporations this spring.
* * *
Not all the copy used has been good. Some institutionals have been
I Please turn to page 57)
SPONSOR
■■■■■:
*■■■■
TM| -.
'■■■■
how to make
radio
"JACK"
be nimble
...and quick!
In Cleveland . . . Aeroways Flying School
bought spots on a WHK participation
show ... to encourage new enrollments. TWO
spot announcements brought in FIFTEEN
leads that resulted in THIRTEEN flying contracts.
Aeroways Flying School did $6,000.00
worth of NEW business for $64.20 !
yS. Jump to WHK for high-flying results !
3
WHK
CLEVELAND
Represented by
Headley-Reed Company
28 JULY 1952
1,000,000 letters
inanwnanfli!
This figure isn't fantasy —
it's fact 1 Recently this year
■ — in one single month — CKAC's
"Casino de la Chanson"
pulled in 1,060,000 replies,
almost all containing proof of
purchase. This fabulous
quiz show has worked won-
ders since it hit the air-
waves — it can work wonders
for your product, too.
Ask us for details.
CBS Outlet In Montreal
Key Station of the
TRANS-QUEBEC radio group
CXAG
MONTREAL
730 on the dial • 10 kilowatts
Representatives:
Adam J. Young Jr. - New York, Chicago
Omer Renaud & Co. — Toronto
liiadisan
DOUBLE-BILLING
Double billing was some years ago a
pretty vicious racket here as elsewhere.
We at this station deplored it and it
was hurting us because the innocent
were tarred with the same brush as the
guilty.
We approached every appliance dis-
tributor in the city, including Philco's
Radio Specialty Company. We told
them that there was a very simple way
of eliminating the evil and of saving,
by so doing, vast sums of money. Let
the distributor buy the time — pay us
the very much lower rate he would
earn than any dealer could possibly
enjoy. Then, let the distributor bill the
dealer; if the dealer was playing it
straight, he'd save money too because
he would earn the advantage of the dis-
tributor's low earned rate. And dou-
ble-billing would be a dead duck.
Result, but for Admiral's factorv
branch: zero! But they all said they'd
O.K. dealer's use of our station — which
meant that the failure of our effort did
not indicate non-acceptance of our sta-
tion.
Frankly, I think the writer of your
article is a little naive. In the first
place, appliance manufacturers do not
consider co-op advertising as "advertis-
ing." They consider it a sales lever.
By approving an advertising budget for
a dealer, they stock the dealer. So it's
simply sales expense and not advertis-
ing expense.
In the second place, the kind of in-
stitutional generalized copy that dis-
tributors send out would never sell a
nationally advertised appliance for any
one dealer who spends his money, even
if his money is only 50% of the total.
It might advertise "X Brand Washer"
but "X Brand Washer" is on sale at
thousands of stores, all at the same
price.
In the third place, most of these dis-
tributors O.K. 75-25 for newspapers,
sometimes 100% for TV and, at the
most, 50-50 for radio. So radio could
be a poor buy, competitively, for an
honest dealer.
In the fourth place, I have never yet
heard of an appliance distributor pay-
ing talent costs (unless it is for syndi-
cated shows which he supplies).
Sure, double-billing is a vicious rack-
et. It should be eliminated or it will
hurt radio even more badly.
In our case, we have become so dis-
gusted with appliance dealers demand-
ing it that our salesmen are prohibited
from soliciting appliance accounts.
But if the distributor means what he
says, why doesn't he buy the time him-
self — on the basis of the lowest cost-
per-1,000 he can get — and make his
own deals with his retailers?
He won't in radio but he will in
newspaper.
Jerome Sill, General Manager
WMIL, Milwaukee
• On the point of the writer being a "little
naive," Mr. Sill appears to be indulging in
semantics. Granted that an appliance company's
sales department uses co-op advertising as a sales
lever, the source of the money spent on co-op
docs not come from the sales manager's fund hut
rather from the company's national advertising
appropriation. The manufacturer prepares the
copy for such co-op advertising and the arrange-
ment with the dealer stemmed originally from
the fact that the national advertiser would there-
by be able lo pay less than the national rate
for newspapers.
In your current issue there is an ar-
ticle on the evils of double billing.
As a member of the Co-operative Ad-
vertising Committee of the Association
of National Advertisers, as well as be-
ing administrator of large sums for co-
operative advertising, I am apprecia-
tive of any help in discouraging this
nefarious practice. I know that it is
widespread among radio stations, par-
ticularly with those that do not have
network affiliations, and also among
the small newspapers and some not so
small. It is wasting millions of dollars
that would otherwise be spent for busi-
ness producing advertising.
R. H. Harrington, Adv. Mgr.
The General Tire & Rubber Co.
AGENCIES AND TV
We were all very flattered here in the
office over the very nice things you said
about our agency in your editorial. It
was certainly a good way to prove
some of the readership of sponsor to
us, because we have received many,
many comments from many different
sources. In fact, your editorial couldn't
have been better timed. It so hap-
pened I was making a call on a large
Midwest advertiser the week this partic-
ular issue came out. The top brass in
the advertising department had already
read your article and complimented us
{Please turn lo page 67)
SPONSOR
Tiruovu
WREC prestige doesn't come out of
thin air . . . Audience preference comes
first to create listener-confidence in
Memphis No. 1 Station. This "Magic
Touch" in programming is the result of
keeping in close touch with the people
of this great and growing area. (That
WREC has the highest Hooper rating
of any Memphis station is the proof!)
Keeping programming quality high and
costs LOW works like magic for
advertisers, too! WREC gives top
coverage in this market of over
$2,000,000,000 at 10.1% lower rates
per thousand listeners than in 1946!
Let WREC put a touch of SALES
magic in your advertising program.
MEMPHIS NO. 1 STATION
28 JULY 1952
WAVE
RAOIO SALES
I9S2
"Should I chop a hole
in the ceiling, boss?"
WAVE'S national radio sales in the first five months of 1952 are
up 41.68% over 1951 — and 1951 itself was an excellent
year for WAVE radio!
It's cause and effect, gentlemen. WAVE radio delivers an
extremely high percentage of the 698,148 radio sets within 60 miles
of Louisville— -can deliver 1.000 impressions for only 376!
Get all the facts from Free & Peters!
5000 WATTS
NBC
WAVE
LOUISVILLE
Free & Peters, Inc.. Exclusive National Representatives
10
SPONSOR
SMIS1I
New and renew
2 8 JULY 1952
1.
2.
3
4.
>«*«• on Radio
SPONSOR
Ford Motor Co iFord divi
General Foods Corp
Ceneral Foods Corp
Ceneral Mills Inc
Ceneral Mills Inc
Liggett & Myers Tobacco
Co
P. Lorillard Co
Naumkeag Steam Cotton
Co
Owen-Corning Fiberglas
Corp
Philco Corp
R. J. Reynolds Tobacco Co
Toni Co
United States Steel Corp
Networks
AGENCY
STATIONS
). Walter Thompson
Foote. Cone & Belding
Benton & Bowles CBS 151
Knox Reeves ABC 172
Dancer-Fitzgerald- ABC 274
Sample
Cunningham & Walsh NBC 190
Lennen & Mitchell NBC 190
Jackson MBS 514
Fuller & Smith & Ross CBS 186
Hutchins ABC 350
William Esty NBC 179
Tatham-Laird ABC 275
BBDO NBC 187
PROGRAM, time, start, duration
eob Trout & the News; M 10:30-35 pm; T, W
10-10:05 pm; 30 Jun; 27 wks
Bob Trout & the News, Th, Sun 10-10:05 pm;
3 Jul; 26 wks
Bob Trout & the News; F 10-10:05 pm; 4 Jul;
26 wks
Bill Ring Show; M-F 12:30-45 pm; 30 Jun; 52 wks
Cal Tinney; M-F 4-4:30 pm; 30 Jun; 52 wks
Dean Martin & Jerry Lewis; T 9-9:30 pm; 16
Sep; 52 wks
Two tor the Money; T 10-10:30 pm; 30 Sep; 52
Paula Stone Show; T, Th 10:15-30 am; 22 Jul;
52 wks
Arthur Codfrey; alt days M-F 10:15-30 am; 2
Sep; 52 wks
Edwin C. Hill & the Human Side of the News;
M-F 10:30-35 pm; 1 Sep; 52 wks
Vaughan Monroe; W 8-8:30 pm; 3 Sep; 52 wks
It Happens Every Day T, Th 2:30-35 pm, 10:30-35
pm; 1 Jul; 52 wks
Theatre Cuild on the Air; Sun 8:30-9:30 pm ; 14
Sep; 52 wks
Renewed on Radio Networks
SPONSOR
AGENCY
STATIONS
American Chicle Co
Dancer-Fitzgerald-
Sample
ABC
275
American Chicle Co
Dancer- Fitzgerald-
Sample
ABC
260
American Oil Co
Joseph Katz
CBS
81
Campbell Soup Co
Ward Wheclock
CBS
167
Chesebrough Mfg Co
McCann-Erickson
CBS
183
Colgate- Pa Imolive-Peet
Ted Bates
CBS
192
Electric Auto-Lite Co
Cecil & Presbrey
CBS
184
Theo Hamm Brewing Co
Campbell-Mithun
CBS
20
Kraft Foods Co
Needham, Louis &
Brorby
NBC
169
National Biscuit Co
McCann-Erickson
CBS
193
Pabst Sales Co
Warwick & Legler
CBS
192
Procter & Camble Co
Compton
CBS
128
Procter & Camble Co
Dancer-Fitzgerald-
Sample
CBS
135
Procter & Camble Co
Benton & Bowles
CBS
153
Rexall Drug Co
BBDO
CBS
190
Whitehall Pharmacal Co
John F. Murray
NBC
141
Whitehall Pharmacal Co
John F. Murray
NBC
129
PROGRAM, time, start, duration
Defense Attorney; Th 8:30-9 pm; 3 Jul; 52 wks
Top Cuy; F 8-8:30 pm; 4 Jul 52 wks
Edward R. Murrow M-F 7:45-8 Dm; 30 Jun; 52 wks
Club 15; M, W. F 7:30-45 pm; 25 Aug; 52 wks
Dr. Christian W 8:30-9 pm; 15 Oct; 52 wks
Our Miss Brooks Sun 6:30-7 pm; 5 Oct; 52 wks
Suspense; M 8-8:30 pm; 29 Sep; 52 wks
Edward R. Murrow; M-F 7:45-8 pm; 30 |un; 52
wks
Great Gildersleeve; W 8:30-9 pm; 24 Jul; 59 wks
Arthur Codfrey; M-F 11-11:15 am; 1 Sep; 52 wks
Pabst Blue Ribbon Bouts; W 10 pm to conclusion;
1 Oct; 52 wks
Lowell Thomas; M-F 6:45-7 pm; 30 |un; 52 wks
Beulah; M-F 7-7:15 pm; 30 |un; 52 wks
Jack Smith; M-F 7:15-30 pm; 30 Jun; 52 wks
Amos & Andy; Sun 7:30-8 pm; 28 Sep; 52 wks
Just Plain Bill; M-F 5-5:15 pm; 27 Jun; 52 wks
Front Page Farrell; M-F 5:15-30 pm; 27 |un; 52
wks
New National Spot Radio Rusiness
SPONSOR
PRODUCT
AGENCY
STATIONS-MARKET | CAMPAIGN, start, duration
American Cyanamid Co
Tobacco plant
spray
Hazard (N.Y.I
Ky., N. C. Anncmts; Oct; 13 wks
National Rroatlcast Sales Executives
NAME FORMER AFFILIATION
Robert M. Adams
Joseph C. Beal
NEW AFFILIATION
WOL, Wash., prom mgr
WDSU-TV, New Orleans,
sultant
tv prog con-
WRC. WNBW, Wash., prom dir
Same, tv prod mgr
u
In next issue: New and Renewed on Television (Network and Spot) ;
Station Representation Changes; Advertising Agency Personnel Changes
Numbers after names
refer to New and Re-
new category
S. L. Werner I I I
Frank White (4)
Robt. M. Adams i It
Carroll Foster I 1 I
//. R. Krelstein I I )
28 JULY 1952
11
28 JULY 1952
\eiv and renew
NAME
FORMER AFFILIATION
NEW AFFILIATION
5.
6.
Lambert B. Beeuwkes
0. R. Bellamy
Ford Billings
Robert F. Blair
Edward V. Cheviot
Joseph N. Curl
Richard de Rochemont
Robert DeVinny
Edward R. Eadeh
Ceorge Ellis
Henry Flynn
Carroll Foster
Mahlon A. Glascock
Rodney F. lohnson
Charles L. Kelly
Robert Klaeger
Harold R. Krelstein
Charles H. Larson
Phil Lewis
Howard W. Maschmeier
William F. Miller
Walter S. Newhouse |r
Abe Plough
William B. Rudner
Richard S. Salant
Robert W. Sarnoff
Arden Swisher
Sherril Taylor
Cuy Vaughan Jr
Sylvester L. Weaver )r
Frank White
WDAS, Phila., gen mgr
WLW, Cine, exec
Creer Radio Stations, W. Va., 0., gen
mgr (WA|R, Morgantown & WDNE,
Elkins, W. Va., W|ER, Dover, 0.)
Eastern sis rep
San Antonio Light, San Antonio, gen
adv mgr
ABC, N.Y., tv spot sis acct exec
March of Time, N.Y., exec prod
Midwestern sis
ABC, N.Y., dir coverage, market research
Ziv, N.Y., sis mgr
CBS, N.Y., asst sis mgr radio spot
KiRO, Seattle, dir public affairs
Kal, Ehrlich & Merrick, Wash., acct exec
Broadcast exec
WMAL-AM-FM-TV, Wash., prog dir
Transfilm, N.Y., head motion picture prod
WMPS, Memphis, vp-gen mgr
Broadcast exec
WCCO, Mnpls., sis staff
WPTR, Albany, prog dir
KMOX, St. L., N.Y. sis rep
WQXR, N.Y., acct exec
WMPS, Memphis, pres
WMPS, Memphis, stn dir
Rosenman, Coldmark, Colin & Kaye, NY.,
gen counsel
NBC, N.Y., vp
KOIL, Omaha, comml mgr
KNX Radio-CPN, L. A., sis prom mgr
WSPA, Spartanburg, S. C, sis mgr
NBC, NY., tv net vp
NBC, N.Y., exec
WLAW, 8oston, gen mgr
WPTR, Albany, gen mgr
Robert S. Keller, N.Y., exec
Cuild Films, Cleve., sis mgr ( 1900 Euclid Ave)
WOAI-TV, San Antonio, comml mgr
WOV, N.Y., sis mgr
Transfilm, N.Y., prod-consultant
Cuild Films, Chi., sis mgr (20 East |ackson Bldv. I
DuMont, N.Y., research dept mgr
lerry Fairbanks, N.Y., sis mgr
Same, eastern sis mgr
Same, asst to pres
WMAL-AM-FM-TV, Wash., dir radio-tv sis
KWJI, Portland, Ore., pres-gen mgr
Same, asst gen mgr
Same, prod vp
Same, pres-gen mgr
KWJ), Portland, Ore., exe: asst
Same, sis mgr
Same, asst to gen mgr
WCBS, N.Y., gen sis mgr
Katz, N.Y., radio sis staff
Same, exec committee chairman
Same, vp-stn dir
CBS, N.Y., vp, gen exec
Same, also head film div
Same, gen mgr
Same, sis prom, adv, exploitation dir
WIST, WIST-FM, Charlotte, N. C, managing dir
Same, radio-tv net vp
Same, radio-tv net vp-gen mgr
I
Sponsor Personnel Changes
NAME FORMER AFFILIATION
NEW AFFILIATION
Roland P. Campbell
Harry W. Chesley |r
jack R. Creen
j. Harvey Howells
William Kalan
William H. Scully
General Foods, Battle Creek, prod mgr (Post
Cereals div)
Pepsi-Cola, N.Y., vp
Leo Burnett, Chi., media research analyst
Lever, N.Y., adv mgr (Good Luck prod div)
Schwerin Research, N.Y., client relations vp
Lever, N.Y., adv brand mgr (Lever div)
Andrew (ergons, Cincinnati, adv vp
Philip Morris, N.Y., vp
Toni, Chi., assoc adv mgr
Same, adv mgr (Lever div)
Toni, Chi., assoc adv mgr
Same, adv mgr (Good Luck prod div)
I%ctv Agency Appointments
SPONSOR
PRODUCT (or service)
Balm Barr Inc, Chi.
Balm Barr lotion
Bonide Chemical Co, Utica
Household products
Bostwick Laboratories, Bridgeport
Moth proofing product
Byrne Products Inc, N.Y.
Proprietary preparations
California Marine Curing & Packing Co,
Tuna, sardines
Terminal Island, Cal.
Candyland Inc, Sioux City, la.
Marshmallows
Cocilana Inc, Bklyn.
Cloro-Nips cough drops
Delaware Valley Dairy, Trenton, N. |.
Dairy products
Dr. Shor's Products Inc, Phila.
Chlorophyll toothpaste
Globe Pharmaceutical Distributing Co, Chi.
Burn-Aid medicated bandage, oint-
ment
Harris Chemical Co, Cortland, N.Y.
Fly-Ban fly killer
Hudson Dealers of Southern California, L. A.
Automobile dealers
Ideal Bakery, Batesvillc, Ark.
Baked goods
Imperial Knife Associated Companies, N.Y.
Household cutlery
J-A Corp, Chi.
Lemon Quick powdered lemon con-
centrate
Keelor Steel Inc, Mnpls.
Nu-Wrinkl lawn edging
Kellogg Co, Battle Creek
| All products
Lewis Brothers Bakeries, Anna, III.
Baked goods
Lux Co, Elkhart, Ind.
Household products
Pervo Paint Co, L. A.
Paints
AGENCY
H. W. Kastor, Chi.
Farquhar, Utica
Marfree, N.Y.
Admiral, N.Y.
Mogge-Privett, L. A.
Hilton & Riggio, N.Y., Atlas, Sioux
City
Al Paul Lefton, N.Y.
N. W. Ayer, Phila.
Herbct B. Shor, Phila.
Schwimmer 6 Scott, Chi.
Marfree, N.Y.
Erwin, Wasey, L. A.
Action, Memphis
Wilson, Haight & Welch, N.Y.
Buchanan, Chi.
Graves, Mnpls.
Leo Burnett Co, Chi. (eff 1 Oct)
Action, Memphis
Marfree, N.Y.
Hixson & (orgensen, L. A.
Numbers after names
refer to New and Re-
new categoi i
1/. A. Glascock (4)
R. de Rochemont I 1 1
Joseph C. Heal 111
Phil Lewis (4)
/•.. R. Eadeh (4)
R. W. Sarnoff (4)
Joseph N. Curl (4)
If . S. Newhouse (4)
/.. /?. Beeuwkes (4)
//. W. Chesley (5)
12
SPONSOR
OUT OF THE FRYING PAN
. . . into the Panhandle
/% Nineteenth Century booster, writing to a
New England friend, described some of the
Texas Panhandle's paradoxes. "Ranch houses
are ten miles from the front gate. We have more
cows and less milk, more preachers and less
religion, more climate and less rain, more rivers
and less water, more hot days and more cold
nights, than any place in the world. We also
have some characters who ought to be roped and
hung. All we need is more water and a better
class of people."
The friend replied. '"That's all hell needs."
surrounded by oil fields, wheatlands, cattle
ranches and prospering farms. The days are still
hot, the nights are still cold, but there's no better
class of people anywhere.
With the highest retail sales in the Nation
($1728 per capita, $5490 per family- Sales
Management) . Amarillo owes much to its vast
trading area. Shopping center for two million
persons in 78 counties. Amarillo is also the home
of KGNC. the one (and only) ad medium which
covers the entire trade territory.
We're happy to report progress on practically
all counts. Justice, no longer dispensed with a
rope, flourishes in a flourishing countryside.
Amarillo, scene of the world's largest cattle auc-
tions (19S1 volume in excess of $53 million), is
KGNC
marillo
NBC AFFILIATE
710 KC • 10,000 WATTS
28 JULY 1952
REPRESENTED NATIONALLY BY THE O. L. TAYLOR COMPANY
13
AUKEE
ONE OF
INDEPENDENT
RADIO STATIONS !
IN MARKETS OVER 500,000
Source: Hooper Radio Audience Indexes
Unaffiliated Radio Stations Mar.-
Apr., 1952.
and in milwaukee. ..
For $100 per week or more, WEMP
delivers 2 times the audience of
network station No. 1 and IVz
times the audience of network
station No. 2*.
*A11 Hooperatings based on Oct. -Feb.
1952 Comprehensive, using highest indi-
vidual 15-minute strip rating 8:00 a. m.
WEMP
WEMP-FM
HOURS OF MUSIC, NEWS, SPORTS
HUGH BOICE, JR., Gen..Mgr.
HEADLEY-REED, Nat'l Rep.
IrJpiiw
Norman P. Hutson
President
Frank H. Fleer Corporation, Philadelphia
Fifty-year-old Norman P. Hutson is a genial executive playing a
dual role. In Philadelphia, after business hours, he works actively
as vice president and director of the Philadelphia Society for Crip-
pled Children. The kids, for the most part, don't know about this
humanitarian work. They do know, however, about Hutsons favorite
product. Fleer's Dubble Bubble gum.
Part of Fleer's success can be attributed to its willingness to gamble
or experiment with media. Thus, by 1940, when Hutson joined
the company as executive assistant to the president, it was ready to
go into radio. Fleer's bought Don Winsloiv of the Navy on nine sta-
tions. The cost was about $150-200,000.
Hutson, in the agency business during the late 20's and early 30's,
was able to look at this venture analytically. Behind him were many-
years with such top-notchers as Frank Finney and Sturges Dorrance,
and much activity in management, sales and advertising counseling.
About the Don Winslow campaign Hutson says: "The sales in-
crease was very noticeable but nevertheless not sufficient on our 1£
product to warrant its continuance."
But war finished further media speculation. A vital ingredient
used to make bubble gum comes from the East Indies. With this
supply cut off Dubble Bubhle production stopped. When it came
back in 1945 demand was so heavy that little advertising seemed
necessary. That is, on the surface. Then Hutson thought of Fleer's
10-12.000 jobbers and 500.000 dealers all banking on repeat sales. It
was this that paved the way for Fleer's newest air entry, an ABC TV
network show called Puds Prize Party (through Lewis & Gilman I .
Hutson thinks this Saturday morning effort featuring charades and
games enacted by kids as well as viewer contests will bring repeat
sales. "Every additional sale costs some kid a penny,'' explains
Hutson, "of which we get about half. We must get repeat sales if
our advertising is to pay off." With about $200,000 invested in the
-how Hutson is sure the \ enture ol "the only, penny confection in
television" will have almost every kid viewer in the country blowing
bubbles in front of his TV set.
Futson's interests, asides from keeping the kids entertained, in-
clude a non-sum chewing Dalmatian and a rare game ol tennis. * * *
14
SPONSOR
Here's one for the book(s),
Mr. Advertiser!
BOOK ORDERS TRIPLED
by publishers advertising on
• One form of advertising that must show
results, quickly and unquestionably, is adver-
tising for mail-order purchase of books.
Two of the outstanding leaders in this
field . . Doubleday & Co. and the Grolier
Society. . have again proved that WBZ stands
in a class by itself for consistent results in the
New England market.
Writes Joe Gans of Thwing & Altman,
agency for both publishers: "This year we
more than doubled our previous best season
in total number of broadcasts on WBZ. We
more than tripled the number of orders re-
ceived—at a substantially lower cost per order.
To put it another way, we carried a larger
schedule over a longer period of time, and
accomplished one of our greatest success
BOSTON • 50,000 Watts
stories. WBZ seems to be getting more power-
ful each year!"
Are you taking advantage of WBZ's unique
and widespread influence in all six New
England states? If you're looking for record-
making results in this responsive market, get
in touch now with WBZ or Free & Peters.
Westinghouse Radio Stations Inc KDKA.WOWO-KEX-KYW-WBZ.WBZA. WBZ-TV
National Representatives, Free & Peters, except for WBZ-TV; for WBZ-TV, NBC Spot Sales
RADIO - AMERICA'S GREAT ADVERTISING MEDIUM
28 JULY 1952
15
TIME
TL
us
EXPLOITATION
PROMOTION
PUBLICITY
EQUALS
KFWB
LOS ANGELES
ENTERPRISE!
THE MOST SATISFIED time buy-
ers are those who have dis-
covered that in selecting
KFWB in Los Angeles they
consistently secure the most
— in terms of extra promo-
tion, exploitation and ad-
vertising — for their clients.
KFWB in the first six months of
1952 used more 24 sheets
and newspaper space to ex-
ploit its advertisers' pro-
grams than any other sta-
tion in Americas' second
largest market.
IN THESE DAYS you want MORE
than time . . . MORE for
your dollar . . . KEWB
gives it to you in PROMO-
TION AND SHOWMAN-
SHIP.
CALL BRAN HAM ... Let them
show you what KFWB can
do for your clients in Los
Angeles!
THE
BRANHAM
COMPANY
27mns
of service in
America's
THIRD LARGEST
MARKET
NEW YORK
CHICAGO
SAN FRANCISCO
LOS ANOILIS
CHARIOTTI
OETROIT
ATLANTA
MIMPHIS
ST. LOUIS
DALLAS
KFHfB
LOS ANGELES
HARRY MAIZUSH
iVew? developments on SPONSOR stories
See:
Issue:
Subject:
"Why K<5W merchandising went on
the road"
16 June 1952, p. 43
Radio station builds audience impact
bv taking show on the road
A big factor in stepped-up merchandising by radio stations, is the
"get out and meet the people" approach. Stations like WNAX, Yank-
ton, S. D., with its touring Missouri Valley Barn Dance, have long
realized the value to sponsors of personal appearances of shows or
talent. And recently SPONSOR told of the sales promotional success
KGW, Portland enjoyed when it brought live talent to entertainment-
hungry small communities.
Still another adherent of personal appearances is WIF. Philadel-
phia, with its Kitchen Kapers, a quiz show aired 10:30 to 11:00 a.m.
daily. The program appears weekly in various communities in and
around Philadelphia and nearby New Jersey. WIP cites these ad-
vantages of touring the show: (1) it gives a different local sponsor
an opportunity to sponsor the show each week; (2) it affords heavy
local merchandising impact for the sponsor among chain and inde-
pendent store operators in the area where the show is playing and
( 3 I it attracts completely different audiences at each showing, thus
building listener-following. (Road appearances take place in the
evening, consist of three half-hour programs which are recorded on
the spot. These programs are broadcast the following week.)
WTien an advertiser contracts to sponsor a Kitehen Kapers road
appearance, about six weeks in advance WIP sends him a kit with
complete instructions on how to give the show the strongest possible
promotion. The kit includes, among other material, pre-printed pos-
ters and tickets, both carrying the sponsor's name, sample press re-
lease, suggested newspaper ad layout and complete publicity plan.
To assure prominent counter displays of sponsor products and ade-
quate stocking, a WIP merchandising man covers all major stores
in the area one to two weeks in advance of the show's appearance.
Among sponsors using the show are The Dracket Company; G. F.
Heublein & Bro.; LaFrance (General Foods; Nestea; Southern
Fruit Distributors: Milani's 1890 French Dressing; Krev Packing.)
''TVs hottest problem : public rela-
tions"
16 June 1952, p. 27
TV, attacked most by the nation's
highbrows, wins over a prominent
intellectual
Television's most persistent critics have been among the nation's
intellectual elite — writers, journalists, professors. But recently, one
previously-anti-TV highbrow confessed that he has discovered certain
good things about video which have won him over. This "convert"
is author Louis Bromfield. He was recently quoted in the Cleveland
Plain Dealer as saying :
"It seems to me that television excels in the field of plays and
vaudeville. The level of good plays and productions which interest,
entertain, hold the attention and rank very high in the field of quality,
is far higher than the record of Broadway, and infinitely higher
than the abysmal record of Hollywood during the past few years.
"I think there are a lot of reasons for this: 1 1) There is a definite
time limit; movement and form must be brisk and the performer
must be on his toes; (2) there are limits of time and space and money
which prevent great "productions" of rotten banana lushness which
try to make up for the poverty of material and talent; (3) there
can't be any retakes to patch up the lack of talent in a performer."
16
SPONSOR
Salesmaker for the Nation's Smokers
For twelve years Prince Albert's Grand
Ole Opry via NBC has played a domi-
nant role in keeping the tidy red pocket
tin out in front as the favorite tobacco
for smokers of pipes and "makin's"
cigarettes.
Prince Albert's Grand Ole Opry
originates at WSM, employs WSM
talent exclusively, is an integral part of
that 26 year old, four hour long Grand
Ole Opry which has, virtually single
handedly shifted the musical center of
gravity to Nashville ... Music City, USA!
Nashville 650
CLEAR CHANNEL - 50,000 WATTS
IRVING WAUGH, Commercial Manager
EDWARD PETRY, National Represen taiive
***** ^^ ^McM^J^k69PXc^X^A<^lc^Xc^MW
28 JULY 1952
17
Speak of sports in the Carolinas and 3.000,000
listeners think of WBT's Lee Kirby. His 15-year
record as play-by-play artist for Atlantic Refining
Company ranks him with the nation's best. His WBT
sportscast currently draws a 15.1 Pulse rating for
a 59% share-of-audience. Two more significant
examples of the pre-eminent power of WBT local
personalities — and WBT itself.
COLOSSUS OF THE CAROLINAS
CHARLOTTE, NORTH CAROLINA
Jefferson Standard Broadcasting Company
Represented Nationally by CBS Radio Spot Sales
Ruthrauff & Ryan group plotting details of "Big Town" film
series which is Hollywood produced. L to r. Sidney
Sloan, executive producer; Frederick B. Ryan, Jr., R & R
president; and Norman Matthews, production supervisor
Is the rush to film
shows economically sound ?
Complex factors make this hot controversial issue among admen
■BtJ \UCIK
^B long ago asking a ng them-
selves: Is TV destined to be-
come an electronic Hollywood?
In light of what's happening right
now some of them are convinced that
the question — with respect to dramatic
shows — has already been answered in
the affirmative. Others of the ad fra-
ternity admit they are perplexed bv the
upsurge of TV film but they don't think
film is going to prove the solution to
the problem of high TV costs.
Here's what's happening. Network
sponsors of half-hour dramatic pro-
grams are rushing pell mell to film.
28 JULY 1952
This fall the ratio of live to film among
programs of this type will probably be
well over two to one in film's favor. At
the present rate, 70% of straight dra-
ma and situation comedy shows may
be on film by the end of the 1952-53
network cycle. Underscoring the sig-
nificance of the trend is the fact that
30-minute dramatic programs domi-
nate network nighttime schedules.
The sharp surge toward film has pro-
duced a controversy of no small pro-
portions among advertiser and agency
ranks. Heated debates on the topic are
common across conference tables in the
Madison-Park-Lexington-Avenue belt.
A frequent line of argument runs
something like this: If going into film
production with their own capital is
good enough for such top-rated adver-
tisers as Procter &. Gamble, Lever
Bros., R. J. Reynolds and DuPont, it's
good enough for us to recommend simi-
lar procedure to our clients. And, if
the idea of repeating a certain number
of film programs each season has been
accepted by as shrewd an operator as
General Foods, then it's solid enough
to pitch to our clients for their con-
sideration.
The skeptics among the agency
brethren counter this enthusiasm with
19
Over half of all network half-hour dramatic shows are on film las of mid -July
ABC
Lone Ranger (film)
Beulah (film)
The Erwins (film)
Ellery Queen Alive)
Date with Judy (live)
Tales of Tomorrow (live)
CBS
Gene Autry (film)
Lux Theatre (live)
I Love Lucy (film)
Our Miss Brooks film)
Crime Syndicate (live)
City Hospital (live)
Suspense — - (live)
Danger (live)
The Hunter (film)
Burns & Allen (film)
Amos 'n' Andy (film)
Big Town (film)
Racket Squad (film)
Mama (live)
My Friend Irma (live)
Schlitz Playhouse (film)
Luigi _ (live)
Police Story (live)
Four Star Playhouse (film)
NBC
Hall of Fame (live)
Sky King (film)
Roy Rogers (film)
Lights Out (live)
Fireside Theatre (film)
Circle Theatre (live)
T-Men in Action __ (live)
Dragnet (film)
Gangbusters (film)
The Doctor (film)
Ford Theatre (film)
* Martin Kane (live)
* Big Story (live)
Aldrich Family (live)
One Man's Family (live)
Shopping for network
Cavalcade of America (film)
Mr. and Mrs. North .__. (film)
'Considering going film
SUMMARY
1
i Network
i
ABC
Film
3
___ n
Live I
i
3
CBS
10
9
7
Network
not set
Total
2
22
o
19
the reminder that the rush to film still
spells so much "blue sky": nobody
knows yet, they say. what the economic
pitfalls are of owning your own film.
Some of these "aginners" argue furi-
ously that live production has advan-
tages film can never duplicate: others
predict that there's bound to be a reac-
tion from the rush to film which will
prove not only bitterly disillusioning
but quite costly. In other words, con-
flicting viewpoints have created two
camps whose viewpoints may be sum-
marized as follows: one asks, why not
anticipate the inevitable now. and the
other, points the finger with alarm.
I nlike the argument provoked by
the swing to originating radio shows
in Hollywood late in the *30"s. this con-
troversy, while also involving Holly-
wood, brings up economic issues of un-
precedented complexity. In going film
an advertiser is basically motivated by
the urge to reduce his TV cost, whereas
in the latter '30's he switched to Holly-
wood for glamor and. beyond that,
better ratings. The switch to film today
is a question of capital investiment in
programing with expectation of obtain-
ing the final return on the investment
through sales of the film product to
other advertisers. It also involves the
extension of the advertiser's periphery
of operations into an alien field, name-
ly, film producing. This kind of
branching out is something he is not
inclined to do in his own manufactur-
ing operation I for example doing his
oyvn lithography, making his own
premiums I .
Many sponsors with network inter-
ests are faced with a dilemma. The
question is — which is cheaper and
easier for the advertiser — film or live?
With a view to clarifying the prob-
lem, sponsor polled the opinions of ad-
vertisers, agency men. network execu-
tives and film producing experts. Spe-
cial cognizance was given in these in-
terviews to the economic issues: (1)
the kind of capital investment by ad-
vertisers in film programs: (2) the
theory and practical application of re-
peat programs, or reruns; (3 I the vari-
ous use formulas written into contracts
for network film programs: and (4)
the looming role of Hollywood unions
in the rerun picture.
Here's how the profx>nents of film
shape their arguments:
1. No better case for the acceptance
of film by the viewer can be made than
the fact that it took a film program, /
Love Lucy, to get the top rating and
establish a record in ratings for the
medium during the past season.
2. A quality film has an advantage
in competing with a kinescope for
prime time in a one or two-station mar-
ket. Stations will take a print of the
film yvhere they might have refused to
clear time for a kine.
3. Film offers the closest approach
to perfection in production, and, be-
cause it can be edited in advance, it
minimizes the possibility of public re-
lations problems — a safety factor of no
mean value to many sponsors.
4. Film has the great advantage of
mobility over live; limiting the produc-
tion to indoor scenes can make viewing
monotonous.
5. Economically, film is the adver-
I Please turn to page 69)
20
SPONSOR
Sponsors count on reruns
to make film economical. Here's
General Footls formula for number of
"Our miss Brooks" reruns over three years
Con-
tract
year
No.
new
films
Cost per
new film
No.
repeat
films
Cost per
repeat film
Cost new and
repeat films
Average cost
per use for
39 weeks
1st
35
$30,000
4
$14,000
$7,706,000
$28,360
2nd
28
$33,000
11
$14,000
$1,078,000
$27,640
3rd
20
$37,000
19
$14,000
$1,006,000
$25,795
Theory of selling and buying film for network airing is based on the
premise that cost per program is reduced by mixing new and repeat
films during the course of a network sponsor's seasonal schedule. The
formula in the "Our Miss Brooks" deal calls for gradual increase of the
number of repeat shows each year, with individual cost of programs
declining accordingly. Formula is from contract between GF and CBS.
Blatz tried reruns for "Amos 'it' Andy," is
now dropping policy. Ratings for reruns
were good but dealers, vietvers protested
MYS1
KNfGI
rating
38
36
34
32
30
28
r\
^M&&
duc&X
xepea
y**,
/XH&f
tvenfl
'xzcttbi
i 1
Z&A0i
'■"rfc£*
&/_^S
July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May June
1951 1952
SOURCE: ARB, 1952
From a rating and cost-per- 1 ,000 viewpoint the repeat policy of the
"Amos 'n' Andy" film series proved gratifying to Blatz Beer. Though the
rerun idea contained a sound economic base, the sponsor took into
consideration some dealer objection and complaints against the practice
(as reflected in about 1,000 letters received from viewers) and elected
to discard the repeat practice altogether. New "A & A" policy is all
new films on an alternate-week basis scheduled to run for two years.
28 JULY 1952
21
A SPONSOR roundup
I Stocks on the air
Wall Streeters are turning to radio to
broaden their market, teaeh people finanee basies
There is a new merchandis-
ing philosophy among the
nation's salesmen of stocks and bonds.
Just as free enterprise has brought the
automobile within the budget of the
common man. Wall Street is learning
to expand its securities market to every-
day Americans. In this broadening of
the market, radio advertising has
played a large role.
The fact that brokers are using ra-
dio at all in increasing numbers is in-
dicative of how far the trend to mass
selling has already come. Traditional-
ly, their means of reaching the public
was through word-of-mouth recommen-
dation, personal solicitation and digni-
fied small-space ads on the financial
pages of newspapers.
But since the war as many as two
dozen brokers operating from Wall
Street and points west have sought to
broaden their clientele with radio ad-
vertising. There has been scattered use
of TV as well.
Radio advertising for stocks and
bonds has not departed radically from
the conventional tone of broker adver-
tising. Much of it is institutional and
comes under the heading of public
service. Sales pressure is kept low un-
til the air salesman reaches the right
psychological point for turning on the
heat.
Ira Haupt & Co. gave a good dem-
onstration of the technique last year.
The company bought two quarter hours
a week over WHLI. Hempstead. L. I.,
for a show called News and Views. One
program each week was devoted to an-
nouncements about local club activities.
The other permitted a local club mem-
ber to give a talk over the air about
his group.
Ira Haupt kept its plug down to
mentioning at the opening and close
that the program was a public service
by Ira Haupt & Co., investment bro-
kers. But. in return for letting a speak-
er use the air. each club agreed to per-
mit an Ira Haupt representative time
to speak at one of their meetings.
Either Tony Reinach or Charles E.
Bacon, partner in charge and manager,
1951 Brookings Institution figures show broadening of securities market
i (liKdiiiiiml lewis of adult share owners
TOTAL POPULATION
Share owners by income groups
Last year of school
completed
8th grade or less
I to 3 years high school
4 years high school
I to 3 years college
4 or more years <ollege
( ii mm students
Total* _ _.
Number
19, 100.1)00
19,440,000
23,790,000
8,820,000
7,210,000
720,000
90,280.000
CAWW WOMAN
TOTAL INDIVIDUAL POPULATION
Reported combined family
income*
Percent
Numoer
Members of families re-
porting incomes of:
I ess than $2,000
S2,000 to S2.999
}3,000 to S3.999
$4,000 to $4,999
$5,000 to 9,999 _._
SI 0,000 or more
16.5
15.7
23.1
17.6
23.0
4.1
100.0
26,660.000
24,460,000
35,900,000
27,370.000
■'.'. .820.
6.310,000
Total individuals
155,520,000
INDIVIDUAL SHAREHOLDERS
WOFlSSIONAi
Last year of school
completed
Percent
im idem <
in group
pop.
Est. no. in
the group
Percent
distribution
8th grade or less
1 to 3 years high school
1 years high school
1 to 3 years college
4 or more years college
3.1
3.2
7.7
15.1
18.0
2.8
I..I
1,230,000
630,000
1 .840,000
1 ,330,000
1 ,300,000
20,000
6,350,000
19.4
9.9
29.0
20.9
20.5
3
1 01 ii"
1 00.0
flUSINCSSMAN
INDIVIDUAL STOCKHOLDERS
Percent
Reported combined famii\
mi idem e
Est. no. in
Percent
income*
in group
pop.
the group
distribution
Members of families re-
porting incomes of:
1 ess than $2,000 _...
I.I
280,000
4.3
$2,000 to $2,999
1.4
:-.().
5.4
S3.000 to $3,999
1.6
590,000
9.1
54,000 to $1,999
3.0
830,000
12.8
$5,000 to $9,999
8.0
2,880.000
44.4
$10,000 or more
24.7
1 ,560,000
24.0
Total individuals
4.2
6,490,000
1 00.0
FARMEU
"Excludes 140,000 shareholders under 21 years of age.
•Based on anticipated 1952 income before taxes, as reported
b\ a representative family member, usually the head.
W9Wtft
22
SPONSOR
IK v ' '
"- e
Stock talks attract prospects at lower cost than newspaper "tombstone" ads.
Agencyman Ed Rooney (I.) timechecks Kidder, Peabody's Milt Martin.
That air is potent medium for brokers was shown by Walter
Tellier. He sold $300,000 in stocks but station cancelled
respectively, of the mutual funds de-
partment talked to the club about mu-
tual funds. They also covered insur-
ance, savings accounts, home buying,
mortgages, government bonds. Book-
lets were distributed and membership
lists obtained. Mailings quickly deter-
mined which of the members were
"live" prospects and personal solicita-
tion followed.
It is tactics such as this which have
brought new investors into the stock
market. Ira Haupt & Co. had three
salesmen in the mutual funds depart-
ment in January 1950. sold a total of
$1,241,000 in that year ( over $900,000
of it during the last three months).
Today there are 75 salesmen in the de-
partment, with business running at the
rate of $500,000 a month.
The broadening of the market for
stocks is clearly shown in a report re-
leased a few weeks ago by the Brook-
ings Institution. It revealed the total
of share holders in the U. S. at the end
of 1951 was 6,490,000. Of these, one-
quarter — or more than 1,600,000 —
made their investments within the past
three years. Six percent — or nearly
390.000 people — became shareholders
in 1951 or acquired shares again that
year.
This broadening of participation in
corporate activities is largely the result
of three factors: (1) educational cam-
paigns by brokers and the New York
Stock Exchange; (2) efforts of the
"blue chip" corporations to keep their
slock priced within reach of the gen-
eral public by means of stock splits
whenever the market price exceeds
$100; (3) the variety of mutual funds
that have become available and which
permit the "little guy" to get into the
28 JULY 1952
market via small, periodic investment.
Though the customers are there to
be sold, investment advertising has its
obstacles. It is policed by at least three
groups: the Securities Exchange Com-
mission, the New York Stock Exchange
and the National Association of Secur-
ity Dealers. Although none of these
agencies admits having power to "ap-
prove" or "disapprove" advertising,
each insists on seeing copy and quickly
points out any discrepancies, cracks
down on offenders in various ways. If
the letter of SEC laws was followed,
some feel there would be nothing but
"tombstone" ads listing the name of
the security, number of shares and the
broker from whom a prospectus is
available.
Brokers, because of SEC restrictions,
seldom plug individual stocks in print-
ed or broadcast advertising. A class of
investment such as common stocks or
mutual funds, per se, will be explained
but a particular stock or fund is not
usually singled out, like a brand of
cigarettes, and pitched as "less risky,
more profit inducing, held by the most
doctors, or recommended by men who
know investments best."
The air campaign recently staged by
Kidder, Peabody & Co. through their
agency Doremus & Co. illustrates the
amount of care taken in investment ad-
vertising. Says Ed Roonev, radio-TV
director of the agency: "Those scripts
had to be checked by the S.E.C., N.Y.
S.E., our attorneys, the guest speaker,
special counsel, and three or four com-
pany executives."
But the results showed it was worth
il. The format of the show was to be a
15-minute discussion between Milton
Fox-Martin, manager of the mutual
funds department of Kidder, Peabody,
and the management head of a different
mutual fund each week. WOR, New
York, carried the show on Sunday
mornings at 10:15. This time was
picked so as not to interfere with the
listeners' church habits or compete with
TV or other Sunday activities.
The program, entitled Your Money
at Work, offered a booklet on mutual
funds and a "confidential" Income
Planning Guide which enabled Kidder,
Peabody to recommend mutual fund
investment programs designed to meet
I Please turn to page 59)
Hotv mutual
funds broatlen market
for securities
During the past decade mutual fund
assets have risen from $500,000,000 to
more than $3,000,000,000. It is esti-
mated that over a million people have
entered the stock market via this
route. Balanced investments within
each fund gives stockholder feeling
of security which is not possible when
holdings are concentrated in only one
or a few types of common stocks.
23
Advertisers learned plenty
at the conventions
Here are flaws and strongpoints in convention air selling as adnien see them
over-ail
24
No members of the audi-
ence were glued more close-
ly to their TV and radio sets during
the recent nominating conventions than
men and women of the advertising fra-
ternity — and for good reason. There
were important lessons to he learned.
Here was the biggest radio-TV sell-
ing effort in the history of U. S. busi-
ness and very little was available in the
way of landmarks to guide advertising
policy and tactics.
Here was probably the biggest cu-
mulative audience to see and hear any
single radio-TV offering.
Here were three large appliance man-
ufacturers, and nobody else, spending
more than 87 million for two weeks of
advertising. (In addition, the three
radio-TV networks went into the hole
for about $3 million on the theory that
it was their duty to present to the
American people a key mechanism in
the democratic process.)
What was learned out of all this and
what kind of selling job was done by
the advertisers? To get some educated
opinions, SPONSOR talked to a number
of advertising people in the agency,
network and electrical appliance field,
including those directly concerned with
the selling side of the convention pres-
entation.
Although opinions were far from
unanimous, here is what the survey
brought out:
• The biggest headache is the spot-
ting of commercials. The sponsors —
vJtniral on ABC, Philco on NBC and
Westinghouse on CBS and DuMont^
were well aware of their responsibili-
ties in sponsoring a program of this
type. They also knew how touchy a
radio-TV audience can he about a
commercial interruption at the wrong
SPONSOR
Most admen interviewed by SPONSOR
liked Betty Furness sell for Westinghouse
Both radio and TV gave audience close-
ups with portable equipment like above
Long debates caught sponsors with relatively too tew commercials.
Interviews like this with Warren were used as programing fillers
time. Despite this, there was enough
criticism from those admen queried to
indicate that the spotting problem was
not completely solved, at least from
their point of view as members of the
audience.
• In general those interviewed
thought the radio and TV commercials
were sound as far as selling principles
go and workmanlike in detail. How-
ever, in noting that the commercials
were often similar to those used by the
advertisers on their other programs,
many admen voiced a vague dissatis-
faction with the lack of "imagination"
and "creativeness." Tailor-made com-
mercials should have been used, many
felt.
• Most of those interviewed felt that
there was not enough variety in the
commercials, especially during the Re-
publican conclave. It was pointed out
by the sponsors, however, that they
were prepared for only 30 hours of Re-
publican programing and ended up
with twice that much. Steps were taken
to have a greater number of commer-
cials on tap during the Democratic
Convention.
• The consensus was that the com-
mercials were not too frequent or too
long, although a minority disagreed,
pointing to Westinghouse as a user of
too much time. A Westinghouse spokes-
man said that during the Republican
Convention a total of 138 minutes of
commercial TV time was consumed,
which averages out to two and one-
quarter minutes per hour — well under
the norm. ( Philco gave their Republi-
can Convention TV average as under
one and one-half minutes per hour.)
• Concerning Philco's relatively in-
stitutional approach, the general atti-
tude was this: an institutional type of
commercial is effective when the sales
situation calls for it, and Philco must
have had good reasons for a low-key
ad theme. However, there is no reason
for an advertiser to feel that he must
use this kind of commercial because he
is sponsoring a public service type of
program. The public is used to straight
salesmanship. Furthermore, it was said,
considering the amount of money
spent, it would have been wasteful for
an advertiser to buy convention spon-
sorship and not unlimber the best sales
artillery in his arsenal.
• Most of the sources liked Beth
Furness and her Westinghouse spiel,
and agreed that by this time she is as
well known as any of the candidates.
A few said that since male interest in
a political convention would normally
(Please turn to page 63)
tVlllllllllllllllllllllllllllllllllllllll^ !l!lll!ll!l!l!i!!l!llll!lllll!!lllllllll!l!!!lllllll!lll!!!lil!llll!ll!!IIIIIH!ll!l!lli
10 tips on convention air advertising
Below are listed 10 conclusions drawn by four Democratic Party radio-T\ con
sultants who monitored the Republican Convention
Advertisers who use commercials of one minute or longer risk cut-
ting into vital convention proceedings, annoying the audience
' Appliance manufacturers do not make best convention sponsors
because their sales pitches hare to be too long and complicated
J Networks and political parties should get together and agree on the
scheduling of commercials so they can be evenly spaced
A Commercials should be eased into by introducing them with re-
marks about what is happening on the floor of thr convention
C Cartoon film commercials are a natural for convention sponsors
because they offer chance to combine entertainment with pitch
£ Exclusive sponsorship of conventions is of doubtful value and is
not necessary in order to get effective sales coverage
y Commercials should be varied as the audience can tire quickly of
the same sales message and the face of the same pitchman
O Network sponsors of national events need protection against local
stations using station breaks to pack in commercials
Q Visual identification of sponsorship can be overdone. When the
product name appears everywhere, the viewer gets irritated
10 Networks should sill the convention to sponsors fur limited high-
spot coverage, rather than make a gavel-to-gavel commitment
28 JULY 1952
WFAA STARTED OUT IN TENT-ENCLOSED LIBRARY OF NEWSPAPER OFFICE, HAS GROWN TO 50 000-WATT POWERHOUSE. STATEMENT BY FOUNDl
How WFM's Anniversary "Fair" boosted
Product displays, newspaper ad lie-ins. made visitors to station's open lion*
over-all
Stations are becoming so
merchandising - conscious
nowadays that they even put advertis-
ers in the spotlight when holding spe-
cial celebrations to mark their own an-
niversaries. When WFAA, Dallas, ob-
served its 30th anniversary with a
week-lonjj open house loi listeners
(from 23 to 29 June), every sponsor
on the station — network, local or na-
tional spot was boosted in attractive
displays; the corridors and studios of
the station were literally turned into a
-how room for \\ FA \ s clients.
Gay 20's display intrigues (I. to r.) Martin
Campbell, supervisor of WFAA radio and TV;
Alax Keese, manager; Ted Dealey, pres., "Dallas
News"; J. M. Moroney, "Dallas News" air v. p.
The Radio Fair — as the event was
called — attracted 30.320 visitors. The
station reminded these listeners that
sponsors were part and parcel of the
hosting by:
• The above-mentioned displays
• Using sponsor-contributed products
as prizes in three daily door prize
drawings, plus big "jackpot" awards at
the end of the week.
• Supporting the event with an inten-
sive newspaper advertising and public-
ity campaign, mentioning the name and
product of every advertiser who con-
tributed to the door prizes in each ad
run during the anniversary week. This
meant that over 65 advertisers received
daily credit in large newspaper ads in-
viting the public to attend the open
house and its festivities.
In addition. WFAA had its air tal-
ent, many of them linked with specific
advertisers, personally meet the public
by shaking hands in corridors, giving
autographs and providing entertain-
ment.
That advertiser and agent \ reaction
to WFAA's efforts on their behalf was
26
highly favorable can be seen by the
several comments from admen which
appear on page 28.
The thinking behind the event and
its advertiser-boosting emphasis is ex-
plained by Martin B. Campbell, super-
visor of WFAA and WFAA-TV, and
Alex Keese, station manager. Campbell
told SPONSOR:
"Merchandising, properly handled
and controlled, is in reality a sales tool
for the station and the advertiser. It
should be designed to accomplish some-
thing for the advertiser — not treated as
lagniappe.
"You cant do merchandising with
local firms and local sales people with-
out advertising your station.
"In merchandising, station salesmen
are able to effect change of pace — do-
ing something for the sponsor for a
change. This creates the impression
that \<>u are thinking and working for
his business. It provides an entree into
firms that you have not been able to
break into before. Cood merchandis-
ing as a job will get a lot of local peo-
ple interested in what your station is
SPONSOR
OUTHWEST
1922
( IN 1922 (INSCRIPTION ABOVE) REMAINS ITS MOTTO
its advertisers
feel sponsors were hosts, too
doing. It will move goods off the deal-
ers' shelves and result in a lot of valu-
able promotion for the station."
Giving the "reason-why" for the cel-
ebration, Keese said: "We wanted to
give a party to honor the listeners who
patronize our advertisers and have
made possible our growth and develop-
ment. Of course, our advertisers were
lepresented; every single one of them
— network, spot announcement or pro-
gram — had an attractive display of
their product or service."
On-the-air promotion for Radio Fair
started on 1 June, three weeks in ad-
vance. During the air campaign, every
WFAA personality extended a personal
invitation to listeners to attend the cele-
bration. Copy ran along these lines:
"Next week, WFAA will be celebrat-
ing its 30th anniversary. We're having
open house up here for all our WFAA
listeners . . . and I want to extend my
personal invitation to each of you to
slop by and visit with us. You'll meet
your favorite WFAA stars . . . you'll
see your favorite WFAA programs.
(Please turn to page 63)
28 JULY 1952
Uncnitolltlf * S* ars ' man y °f them identified with sponsor shows, per-
nUo|JllClll Ij . sonally greeted visitors, assured future listening loyalty
Allt/lrfr Snho 1 Talent willingly gave autographs to all comers. Baritone
HUlUvl dUllo* Johnny Nolton signed pictures for admiring females
^Svyv-rw— wvjrr^r t mm >& A* '**"
mwQW' ■ A
^m*l xx J S ***«**\
TV
r n X A ul aim mAn l a Stars like Reuben Bradford did their shows to big
Lille! lull' llclll. visiting audiences. Entertainment was continuous
Dm«A*i Housewives won products of sponsors when they entered award-
llZvOa giving participation shows, or hit jackpot in daily door prize
27
For quotes from admen turn page
SPONSORS GOT WALL DISPLAY TO REMIND VISITORS THEY MAKE STATION'S ENTERTAINMENT POSSIBLE. ABOVE, SPOT CLIENTS
lfftneti ro in pi intent WFAA for pttttiny "elbow grease" into merchandising at celebration
"On behalf of our client. Karl Hayes
Chevrolet Company, Dallas, may we
thank you for the excellent display of
the firm's facilities during WFAA's
30th anniversary celebration.
"We feel the celebration afforded ex-
cellent promotional possibilities for our
client. As you know, advertisers are
eager for the opportunity to display
their wares to a vast number of peo-
ple . . . especially at no cost!
"Not only did your visitors meet and
see many WFAA stars; they experi-
enced a personal contact that tends to
create a more faithful listening audi-
ence, as the listener feels he 'knows'
the personality. As we use WFAA to
help sell Fail Hayes Chevrolet Com-
pany, we are convinced that we now
L'ct a more attentive ear for our sales
messages since the listener has been
exposed to the live personality.
*" I he newspaper ads were also a
help, and we've used the giveaway in
which Farl Haves participated as an
additional merchandising device for
his product sen ice.
"Thank you again for making possi-
ble our participation in your celebra-
tion. One visit to WFAA during cele-
bration week was proof of its success."
M. O. Rike, Jr.
V.P and Manager
Bozell & Jacobs
"We were very pleased with the em-
phasis WFAA put on merchandising at
their 30th anniversary. WFAA has al-
ways done a wonderful merchandising
job, but the way in which you handled
product identification, displays, give-
aways, newspaper tie-ins and other pro-
motional media was exceptionally good.
On behalf of our client, the Ireland
Chili Company, we want you to know
how much we appreciate it."
W. C. Woody. Jr.
V.P., Radio & TV Advertising
Grant Advertising
"This promotion differed from the
run-of-the-kilo job like a well-construct-
ed building differs from a set of blue-
prints. Media — particularly radio —
often devise sound plans, wrap them
in a beautiful package, and place them
carefully on a shelf where they will not
bother anybody.
"Instead of paying lip-sen ice to the
job of merchandising, WFAA took an
Isold weather-beaten idea- open house —
and shot the works around it. Their
elbow-grease paid off. As long as there
arc stations around with such vision,
energy, determination, there'll be radio.
"If all those obits are true, radio is
having the doggonedest wake \ ou ever
saw and it could go on forever."
Robert H. Nash
Account Executive
Ira E. Dejernett
"Your 30th anniversary celebration
was tremendous. It proved the public's
interest in radio is wide and intense.
"From an angle man's tangent view-
point, I was most amazed by the clever,
artful inclusion and handling of your
advertisers" products displays. The re-
lating of each advertiser, his product
and program in a vivid, dramatic, in-
dividual display . . . the hearing and
seeing of program broadcasts . . . how
could anyone forget?
"We are pleased to have had an ac-
count participating in this jackpot bo-
nus."
James W. f. Randall
Partner
Randall-Perry
" \ big pat on the back to WFAA for
the big-time showmanship in connec-
tion with its 30th anniversary. The
thousands on thousands who came
pouring into WFAA's studios, demand-
ing to meet in person, for example.
such personalities as Lynn Bigler, who
i* the voice of Gladiola Flour, make a
lot of pall-bearers for radio's highly:
advertised funeral! What funeral?
"It was a good — and perhaps much-
needed — hypo for radio in these parts.
The business community will have to
believe that radio is a very live critter.
Albert Couchman
Owner
Couchman Agency
28
SPONSOR
• f •
OKEY DOKEY" SMITH, NEW ORLEANS D.J., SYMBOLIZES PERSONAL SALESMANSHIP OF NEGRO-APPEAL RADIO
The forgotten 15,000,0
three years
When sponsor first reported on Negro-appeal radio in its pioneering 10 October 1949 article
"The forgotten 15,000,000," the development of this segment of American air advertis-
ing was just beginning. Today, a recent sponsor survey showed more than 200 radio stations in
all parts of the country are programing partially or entirely to the Negro radio listener,
offering him everything from music and news to contests and community events that are
tailored to Negro tastes. In fact, the Negro audience is now as recognizable a
segment as, say, sports or classical music fans when it comes to measuring over-all U. S.
listening. A gilt-edged list of leading advertisers are already aware that one
of the best ways to reach this $15,000,000,000 market is via Negro-appeal radio.
More are being added each week, sponsor has therefore reexamined this growing radio
opportunity. This magazine is proud of its record as the first publication to spotlight Negro radio.
28 JULY 1952
29
The to market:
NEGRO AMERICANS PREFER TO BUY TOP-QUALITY CONSUMER PRODUCTS, EXPLODING MYTH OF A "SECOND-RATE" MARKET
Q. Is there really such a thing as
"the Negro market"?
A. Yes, indeed. Despite the faet that
Negroes eat the same food, hear the
same radio shows, wear the same
clothes and speak the same language as
U. S. whites, the American Negro pop-
ulation — now estimated at 15.000.0(1(1
—can he considered a "market*" from
several angles.
Phis is how Joseph Wootton. head of
the Interstate United Newspapers' ra-
dio division and himself a Negro, put
it to sponsor:
"There are a few Negroes in this
country, mostly in the upper income
brackets, who trv to lose an) of their
identification with the Negro group.
They avoid reading the newspapers and
magazines that appeal to the Negro
audience; they don't li>tcii to stations
that program for Negroes. They live,
for the most part, like whites.
"But. the great mass ol I . S. Ne-
groes will continue as an 'identifiable
group' for a long, long time to come.
As long as there is racial segregation
or racial prejudice in this country, Ne-
groes will continue to turn to their own
news and entertainment media tor
everything from the interpretation ol
new legislation to the enjoyment ol
performing artists of their own race.
"Naturally, all Negro parents hope
that their children will have a better
break in life and a better place in so-
ciety than they did. But changes come
slowly, when you're dealing with mil-
lions of people. Advertisers must real-
ize that an improved economic picture
for the U. S. Negro market hasn't
meant the decline of Negro-app:'al me-
dia. With more money to spend. Ne-
groes have tended to increase all ol
their leisure-time activities, hut the rise
has been sharper among activities and
media that's slanted directh to Ne-
groes.
"Often, the Negro with an improved
income is cautious. rel\ ing on the ad-
vertising that's aimed squarely at him
in his own media to help him decide
how he's going to spend that monev.
Generally, you can say that as long as
there is a distinction between 'white"
and non-white." there will be a Negro
market."
Q. What is the scope of the U. S.
Negro market?
A. Here, in highlight form, are the six
key facts concerning "the forgotten 15
million."" as gathered b\ SPONSOR:
1. Population — The Negro popula-
tion in the United States, some 99/^
of the "non-white"' Americans, now
stands at close to 15.000.000 persons.
This is a 16% increase from 1940 lev-
els. At the same time, the number of
white people in the U. S. increased, by
comparison, some 14.5' v . In other
words, about one out of 10 Americans
today is a Negro, and as a race within
the U. S. they arc increasing more rap-
idlv than whites.
2. Income — Although U. S. Negro
income totals $15,000,000,000 annual-
ly the median income of the individu-
al Negro still doesn't match that of his
{Please turn to page 72)
30
SPONSOR
1.
How has Negro population grown in the United States, 1940-1950?
1940
Negro population 12,866,
000
1950
14,894,000
% INCREASE
SOURCE: Bureau of the Census, 1950
75.8%
One out of every 10 Americans is a Negro, and the per-
centage of the total population that is Negro is increas-
ing faster than the white. Contrast the figures at left
with the percentage of increase of American whites,
1940-1950, which stands at 14.4%. As a racial group
Negroes represent a market as large as all of Canada.
2,
W hut was the increase in Negro urban population, 1940- 1950?
1940
1950
6,253,588
y-
9,120,000
INCREASE
2,886,000
A
SOURCE- Bureau of the Census, 1
Figures in the last U. S. Census revealed the startling
changes that have taken place in the location of Negro
population. The trend, due to steady migrations, has been
away from rural areas and toward urban centers. Today,
about six out of 10 Negroes live in urban areas, and about
one out of three in cities of over 100,000 population.
Migration trends have been away from the South.
3.
Is Negro income rising?
1939-1949 MEDIAN INCOME
INCREASE
146%
192%
WHITE
NEGRO
Negro median income is
still below that of U. S.
whites, but the gap is
now starting to close.
As the figures at left
show, the 10-year rise in
income levels of Negro
families has been notably
faster than for whites,
and the trend continues.
SOURCE: Bureau of the Cen-
sus, 1950
ffoir tnang Negroes are etnplogetl?
8.5
(
IVILIAN IAE
OR
r old.
B '.
FORCE
4 -
Mi EMPIQWD B
MUttO
— -
85
106
8.S
_1.6
SSfi 6 ' 6 \
OTA
L
MAU
F
EMAt
E
JRBA
N RURAL
RURAL
In the past decade, Ne-
gro employment has ris-
en, and job opportunities
for the Negro have
broadened. As chart
shows, nine out of 10
Negroes in the civilian
labor force (91.5%) are
employed. Figure for white
workers is about 95%.
SOURCE: Bureau of the Cen-
sus, 1950
NOTE: Bar charts this page
courtesy of Associated Pub-
lishers Inc., representatives
of leading Negro newspapers
5.
What are the top 24 markets bg Negro population?
CITY
POPULATION
% OF CITY
TOTAL
CITY
POPULATION
% OF CITY
TOTAL
New York, N. Y.
800,000
9.8
St. Louis. Missouri
180,000
13.3
Chicago, Illinois
420,000
11.5
New Orleans, Louisiana
175,000
30.1
Detroit, Michigan
350,000
18.7
San Francisco, Calif.
170,000
7.8
Philadelphia, Penna.
350,000
16.2
Houston, Texas
160,000
22.4
Washington, D. C.
280,000
31.8
Indianapolis, Indiana
130.000
13.2
Greater Los Angeles
220,000
8.7
Pittsburgh, Penna.
119.000
10.2
Birmingham, Alabama
205,000
48.8
Kansas Citr, Missouri
118,000
22.0
Cleveland, Ohio
195,000
9.6
Charlotte, North Carolina
115,000
35.0
Memphis, Tennessee
195,000
16.3
Cincinnati, Ohio
115,000
15.0
Atlanta, Georgia
190,000
31.6
Greater Durham, N. C.
110,000
38.0
Greater Newark, N. J.
190,000
12.0
Greater Wilmington, N. C.
108.000
31.0
Baltimore, Maryland
190,000
19.3
\ Greater Jacksonville. Fla.
106,000
35.2
SOURCE: Bureau of the Census, 1950, other local sources, as prepared by Interstate United Newspapers, Inc.
28 JULY 1952
31
ENTERTAINMENT: WLOU'S "LOUISVILLE LOU" AND KOWL'S "JOE ADAMS" D.J. SHOWS; WHAT'S "BREAKFAST AT CLUB ZEL-MAR," WGN
Negro radio: 200-plus specialist
Q. How many U. S. radio stations
program directly to Negro audi-
ences?
A. It would seem that there'd be a
simple numerical answer to such a
question. But, it just isn't so. No one
can state with complete accuracy the
exact number of stations that are beam-
ing programing, either as a specialty
or as an occasional thing, at the Ne-
gro, because of two factors:
1. Rapid grotvth — Negro-appeal ra-
dio programing has been in a boom
period for the past five years. This
boom has been confined to independent
stations for the most part, and it is
continuing in this direction. Many of
them came on the air in the first post-
war rush of new radio outlets, found
that the going was pretty tough when
they tried to use a "shotgun" program-
ing approach, and then switched in
whole <>r in part to Negro programing.
This revamping of station program
structures is still going on. With no
network involved, it's hard to keep
track of it on a market-by-market basis.
However, the consensus of admen who
arc media experts on the subject of the
Negro market is that there are "from
200 to 250" radio stations who spend
all, or a good part, of their time pro-
graming to Negroes. These stations
cover at least 00', of the country's to-
tal Negro population, and practically
all of the urban Negroes.
2. Extent of programing — Stations
programing to Negroes often vary
widely in the percentage of their total
programing that is beamed to this
market. This fact alone makes it hard
to draw the dividing line between sta-
tions that are Negro-appeal and those
that are not.
Some big stations, like Detroit's
WJR for instance, might air one or
two programs a week, with an intense-
ly loyal Negro following. Most Negro-
appeal outlets, such as New Orleans'
WBOK, straddle the fence, devoting
anything from 25% to 60% of their
programing in this direction, with the
rest aimed at such specialized white au-
diences as language groups, hillbilly
fans, or news listeners. A few stations,
like Atlanta's WERD, are designed
from the ground up to be almost 100^,
\enro-appeal stations.
Adding these two factors together —
the increase in Negro-appeal stations,
and the variations in the extent of the
programing — causes a certain normal
confusion. However, the firms that
represent these stations, and the sta-
tions themselves, are stepping up their
research activities and the flow of mar-
keting data. It won't be long before
sponsors will know the complete story
on just where Negro programing is be-
ing aired, and how much.
Q. What's the total potential au-
dience among U. S. Negroes that
can be reached by Negro-appeal
spot radio?
A. On the basis of average set satura-
tions, measured against the total num-
ber of Negro homes in areas serviced
by stations known to do a sizable
amount of Negro-appeal programing,
these are the figures:
Spot radio that's designed specifical-
ly for Negroes and aired on stations
that concentrate on this audience seg-
ment is aiming at a total potential au-
COMMUNITY SERVICE: COVERAGE OF LOCAL
32
For list of stations teith Negro programing see page 74
"GENIAL GENE," WLOW'S D.J. REMOTE FROM RECORD SHOP, WPAL'S POETIC "IN THE GARDEN" TYPIFY POPULAR-APPEAL NEGRO AIR SHOWS
stations-more coming
dience of some 3,150,000 Negro homes,
according to a sponsor estimate.
Q. What are the facts of radio set
ownership among Negro families?
A. No nationwide set "census," in the
style of the recent Joint Radio Net-
work Committee count of U. S. sets,
has ever been made exclusively in Ne-
gro homes. Also, major independent
research firms have not investigated
this problem on a nationwide basis, al-
though Pulse has checked listening
among Negro families in many mar-
kets.
However, since Negro-appeal radio
is primarily spot radio and bought on
a market-by-market basis, many sta-
tions programing to Negro ears have
made their own studies of radio pene-
tration in their own areas, and have re-
ported to SPONSOR.
Here is a cross-section of these stud-
ies, giving the radio set picture in Ne-
gro homes in cities located in both the
North and the South, including large
cities and small towns:
New York City — According to
WWRL, a station which has increased
its Negro-appeal programing from six
hours weekly in 1942 to a well-rated 44
hours weekly today, set ownership
among Negroes in the New York area
is "above 98%, with many homes hav-
ing more than one set." There are over
1,000,000 Negroes in New York City.
Washington, D. C. — The nation's
capital has a high percentage of Ne-
groes in its population, nearly 35% of
a total population of about 1,500,000.
A station with a sharp eye for mer-
chandising and programing opportu-
nities, WWDC estimates that there is
"near-saturation" of radio in Washing-
ton's Negro-family homes.
Philadelphia — The Negro population
of Philadelphia, like many a Northern
city, has swung up sharply since 1940.
A decade or so ago, Negroes accounted
for about 8% of the population of the
City of Brotherly Love. Today, that
figure is nearly 12.5%, amounting to
some 450,000 people. Radio satura-
tion, as measured by WDAS, is "over
94'
in Negro families in this area.
Charleston, S. C— WPAL, which
started its independent Negro program-
ing less than four years ago with a
(Please turn to page 78)
EVENTS, LIKE BLOOD DONATIONS, LODGE GROUP ACTIVITIES, CHRISTMAS AND RELIGIOUS OBSERVANCES HELP CEMENT NEGRO LOYALTIES
Negro radio:
you have to see
il to understand it
The spirit of youth and enthusiasm glowing in the pictures on these
pages provides your best indication of what Negro radio is really
all about. Like the dancers in the picture at right, it is just getting
into swing. Three years ago when sponsor did its epochal article
on Negro radio — The forgotten 15.000,000 — there were only a few
stations with programing beamed at Negroes. Today's 200-plus
such stations may turn out to be only the beginning.
The picture of the jitterbugs is representative of more than just
the youth of Negro radio. Il is actually a visual summation of all
that makes this specialized branch of spot radio strong. The dancers
are participating in a jive contest held weekly by WWCA. Gary, Ind.
They are evidently enjoying themselves as are their onlooking
friends. Thus the station has provided them with a healthful, com-
munity-minded service — performing the dual role of showman and
social servant.
It is by such programing on two planes that Negro radio has gained
li^tt ner loyalty known to few other specialized media. The teen-agers
shown at right, as well as their grateful parents, are as responsive to
the selling over Negro radio stations as they are to programing.
They buy with enthusiasm — provided you keep your selling in har-
mony with the entire operation. Let the same talent who have earned
respect with their programs sell for you and you're making sales
sense. Jar the atmosphere with some off-beat notes of canned selling
and you've wasted an opportunity.
As the pictures along the bottom of these pages plainly show, it
isn't just youths who give Negro radio its vitality. The d.j. at lower
left reading a request letter, the blues singer next to him giving it
her all, the WERD newscaster interpreting news of interest to Negroes
— all show you the kind of enthusiasm that goes to make up Negro
radio in 1952.
LOCAL JIVE CONTEST IS BROUGHT TO NEGRO
NEGRO TALENT LIKE D.J. WALTER ANGLIN, SINGER ROSETTA THORPE AND DISKMEN MASSEY AND ALEXANDER ARE POWERFUL VOICES IN
LISTENERS BY WWCA'S JESSE COOPWOOD, SEEN LEANING AGAINST PIANO. SUCH COVERAGE PAYS OFF FOR NEGRO-APPEAL OUTLETS
1 THEIR COMMUNITIES AS ARE WERD'S ACE NEWS COMMENTATOR DR. WILLIAM BOYD AND D.J. PAT PATRICK; WJIV'S WHITE "JACK THE BELLBOY'
-^tO. o*<-
IT'S MORE BOUNCE
TO THE OUNCE
■i WITH ►
AND IT'S MORE BO UNC E
TO YOUR SALES
STOCK O. K?
ORDER TODAY!
OFFICIAL ENTRY BLAN (
miss Sweet Peac
Snuff for W52
Kotou
I. u.«»j itiicin .\«»l* til (ficir oini Style. Like most Negro d.j.'s,
WWCA, Gary, Ind., performer above is most effective as salesman when
he phrases own sales pitch from client's outline. Show is from store
2. Take €idrantage of merchandising opportunities. Negrc
appeal stations go all out to help as shown in WWRL, New York, mailing of autc
graphed picture to dealers; WDIA, Memphis, card; WLOW, Norfolk, Va., contes
to lopes: don't talk down
Several years ago, one of the leading
cigarette firms decided that a good way
to boost sales was to aim a special ad-
vertising campaign at Negroes. The
tobacco company quickly mapped out
its plans, nicked what it felt was a sure-
fire selling angle, and charged ahead.
Then, executives of the big firm sat
back contentedly to await results. They
never came. In fact, the whole cam-
paign was viewed by the average Ne-
gro smoker with the cold indifference
reserved for a saloon keeper who has
blundered into a temperance wienie
roast.
Ad\ertisin« men were soon called on
the carpel by top brass, who loudly de-
manded an explanation. Nobody had
a good one. Finally, many months
later, the cigarette firm learned why its
well-meant campaign bad laid an egg.
Instead of featuring its premium
brand, the tobacco firm had chosen as
its star performer in the Negro market
its 10-cent brand. And, since the firm's
admen had held the notion that the
Negro was an impoverished, ignorant
minority, the pitch had been a racially
stereotyped one, centering on an ap-
peal of "Get more for your money."
Today, with Negro-appeal radio add-
ing an ever-growing dimension to the
means of selling to the Negro market,
advertisers still fall into the same kind
of blunders when they buy time on
Negro-appeal outlets. They start off
with a prejudiced concept of the Negro
market, and then proceed to do them-
selves more harm than good with a
campaign that offends Negro listeners,
or makes them feel that they are being
ridiculed or talked down to.
SPONSOR, realizing that selling to Ne-
groes (or any other minority group)
\ ia radio is a nicely-balanced blend of
tact and good advertising tactics, has
therefore prepared the following report
covering many of the basic problems in
this field. Information for it was gath-
ered by SPONSOR editors in a nation-
wide survey of stations who air Negro
programs, as well as through discus-
sions with media representatives,
agencymen and several clients who
have used Negro-appeal broadcast ad-
vertising with success.
A few readers may find some of the
information that follows to be "old
stuff" to them, having learned it the
hard way by trial and error. But, for
those advertisers who are eyeing the
nation's $15,000,000,000 Negro mar-
ket for the first time as a distinct eco-
nomic unit, and who now realize that
one of the best ways to reach and sell
this market is through the use of Ne-
gro-appeal radio, these tips could prove
invaluable :
-X- * »
1. Negroes, despite lower-than-white
income levels, prefer the best of brand-
name merchandise and respond well to
air advertising for such products.
As Philadelphia's WHAT, an inde-
pendent station that airs its program-
ing exclusively for that city's 450,000
Negroes, put it to sponsor:
"Through experience, we have found
that Negroes have a sensitive prefer-
( rice for quality merchandise, and
many of them will buy higher-priced
36
SPONSOR
t. Tie into radio with your newspaper tuts.
)!>achs furniture stores builds large-space ads in Negro press
iround WLIB, New York, personality, Ruth Ellington James
-f. Follow up at poittt'Of'Sale. Strong p-o-s follow-through is always good but makes
more sense than u?ual with Negro radio where loyalty of audience to stations is unusually strong.
Above, Negro magazine Ebony, a WBOK, New Orleans, advertiser, uses cards on magazine rack
goods even if it means cutting down
somewhere else."
This is a hard fact for some advertis-
ers to grasp, but to ignore this precept
is to invite disaster. To use it proper-
ly can bring results out of all propor-
tion to expenditures.
WLIB — a New York independent
station that has managed to attract a
huge and loyal Negro audience — ex-
plains it this way:
"The most important factor in ap-
proaching the Negro through air ad-
vertising is considering the Negro con-
sumer a human being of dignity and
self-respect — one who does not want to
be talked down to, or catered to bla-
tantly.
"The Negro buys the best, whether
it is clothes, automobiles, food, liquor,
houses or furniture. High-priced sta-
ples and luxuries are bought by Ne-
groes in greater quantities than by any
other comparable population group.
"It is an accepted psychological fact
that a minority people seek to attain
more of the good things in life and
articles of better quality than would
ordinarily be expected of the general
populace in comparable income levels.
This understandable desire for recog-
nition makes the Negro far more
brand-conscious than tbe average con-
sumer."
These comments are typical of the
advice Negro-appeal stations are quick
to give new advertisers who feel that
the Negro market is a golden oppor-
tunity for second-rate or left-over
brands. So many advertisers have
made this mistake in the past that Ne-
groes are today apt to become instantly
suspicious, and close their purses ac-
cordingly, to anything that sounds like
an inferior buy.
On the other hand, the advertiser
who throws away his notions about
Negroes "not being able to afford my
best products" when he is deciding
mhat he's going to sell is headed in
the right direction.
2. Negroes are proud and sensitive
Americans, and can spot a chauvinistic
advertising approach every time.
In selling to Negroes on the air, one
of the surest ways to bring the Negro
sale of even the best brand of merchan-
dise sliding downward instead of up-
ward is to use an approach in commer-
cials that is patronizing.
Few advertisers, of course, would
dream of being as obvious as the drug
firm which once planned to advertise
a hair product on Negro-appeal radio
stations with a transcribed pitch of
"Attention Negro women ! Now you
can have hair that's just as attractive
as that of white ladies!" (The stations
to whom this campaign was offered re-
fused it, knowing that Negro women
would not only steer clear of the prod-
uct, but of the station as well. )
However, many a well-meaning ad-
vertiser who doesn't want to leave the
selling up to the individual performers
on Negro-appeal outlets and who in-
sists on having agency written copy
read verbatim on the air can make
other and more subtle mistakes.
As WDIA, Memphis, stated to SPON-
SOR:
"What sells a white person will sell
the Negro listener in almost every in-
stance. He needs and buys a home,
food, clothing and little luxuries. He
needs respect in the community, recrea-
tion, a good job, just as white people
do. Our commercial policy is never to
high-pressure the Negro listener. They
have been high-pressured too long.
Attempts by advertisers to create a
"friendly" commercial impression usu-
ally turn out to be a resounding flop
when a radio client goes off the deep
end in trying overly hard to be a real
pal to Negro listeners. Even if colored
talent is being used, when the an-
i Please turn to page 86)
28 JULY 1952
37
lep results:
From Memphis to Santa Monica, radio
station operators have leaped at the
opportunity to tell sponsor the story
of advertisers, national and local, who
have aimed their pitch at the Negro
market with resounding success. The
stations which have delivered the best
results for sponsors are those which
have most successfully integrated
themselves with their communities.
From the replies received to a
SPONSOR questionnaire it is evident
that the station managers, salesmen
and disk jockeys of stations with Ne-
gro programing are the greatest col-
ection of "joiners" in the country. It
is not unusual to find station person-
alities who belong to as many as 40
clubs.
The sales results of sponsors who
use these personalities to plug their
products attest to the soundness of this
philosophy of boundless associations.
In each case listed below, the air sell-
ing was done by a station personality
whose recommendations have a high
degree of acceptance in his locale.
Some of the outstanding performers
are pictured elsewhere in this section,
but here are some examples of the
effectiveness of their work:
WDiA, Memphis
Washing machines — When the Gen-
eral Home Service Co. opened its doors
in 1949. it received a co-op appropria-
tion from the Memphis branch of the
General Electric Sales Corp. A 13-
week test was scheduled using a quar-
ter-hour participation on one of the
WDIA Negro disk jockey shows. At
the end of this period the store added
no sales of the item. A total of 546
ftcuiofc shots build store traffic
WHOM, Homestead, Pa., keeps star attrac-
tion Mary Dee busy making personal pitches
New product he is plugging is explained to
clerk by WWDC's Jon Massey in D.C. market
In Gary, Ind., d.j. Jesse Coopwood does a
weekly show from market, adds zing to plugs
Thorn McAn shoes "sell like crazy" when Wins-
ton-Salem's WAAA sends its ace to stores
SPONSOR
rich yield for all types of clients
washers had been sold — more than any
other dealer had disposed of and al-
most as many as all the G.E. dealers in
Memphis together had sold. This ac-
count has never been off the station
since and in certain seasons has in-
creased its amount of time on the air
from five to 10 or 12 quarter-hours
weekly.
Patent medicine — Calotabs went
about its test with exactitude. An ex-
act stock count of both 15f* and 25tf
sizes was made in eight of Memphis'
volume drug stores (seven independ-
ent, one chain ) , all having a high per-
centage of Negro business. A second
stock check was made two weeks later,
one day before the air campaign.
Four announcements a day were
used, Monday through Saturday, and
to make the test even tougher the ad-
vertiser used e.t.'s rather than the live
voices of WDIA personalities.
Seven weeks after the announcement
schedule began, the same eight stores
were checked and sales recorded for
the two-week period just past. Results
were: Dollar volume increase for both
sizes of Calotabs was 571%; 383% for
the 150 size and 906% for the 25tf size.
The sponsor snapped up a 52-week
renewal.
WERD, Atlanta, lia.
Margarine — Quickly noting that Nu-
coa margarine had started an an-
nouncement campaign over WERD,
Danneman's Supermarket decided to
tie in with an announcement of their
own, offering the product at a bargain
price. On the following day, after one
announcement, the store reported sales
of over 3,000 pounds of margarine.
Auto tires — After Prior Tire Com-
pany started a saturation announce-
ment schedule, one of its salesmen re-
ported that his sales alone were up by
$5,000 or more per week.
Barbecued chicken — Ben Reid. a lo-
cal cafe owner, told the station that he
sold approximately 300 barbecued
chicken dinners as the result of one an-
nouncement on WERD.
WL1B, JSew York City
TV sales leads — Over 500 replies
were received in response to an offer
(Please turn to page 84)
28 JULY 1952
National advertisers using Negro radio
APPLIANCES
Ballard & Ballard
Black Draught
Admiral
Best Foods
Calotabs
Easy Washer
Borden
Charles Antell Formula
General Electric
Calumet (baking pow-
JSo. 9
Hot point
der)
Chlorodent
Maytag
Carnation (milk)
Clorets
l\orge
Carolina (rice)
Colgate (dental cream)
Philco
Cloverleaf (dry milk)
Dr. Pierce's Favorite
RCA
Dad's (root beer)
Prescription
Singer
Diamond (tissues &
Dr. Pierce's Golden
AUTO SUPPLIES
wax paper)
Durkee's
Medical Discovery
Ex-Lax
Goodyear
Fab
Fath"r John's (medi-
Florida Citrus Fruits
cine)
Feenamint
BAKERIES
Folger's (coffee)
Continental Baking
General Foods
Formula X
Purity Bakeries
General Mills
Gem Blades
Ward Baking
Gold Medal (flour)
Grove [laboratories
BEER & WINES
Griffin (shoe polish)
Hadacol
Ideal (dog food)
Miles Laboratories
Atlantic
Kellogg
Murine
Ballantine.
McCormick (spices)
Musterole
Blalz
Maxwell House (coffee)
Nervine
Champagne Velvet
Cartings
Griesedieck
Jax
Knickerbocker
ISucoa (margarine)
Pepto-Bismol
Lipton's (tea)
Pet (milk)
Pepto-Magnin
Pertussin
Pur ex
Roral Crown (hair
Manischewitz (wine)
Royal Hawaiian (tuna
dressing)
Miller High Life
fish)
Rybutol
National Bohemian
Shinola
Scott's (emulsion)
Red Top
Silver Dust
SSS Tonic
Regal
Standard Brands
Stanback
Stag
Super Suds
Sulfnr-8
Twenty Grand
Swansdown (flour)
Sunkist Frozen Orange
Virginia Dare (wine)
Tarstee Bread
Juice
W etch's (wine)
Tide
W ildroot Creme Oil
Wilson & Co.
4-Way Cold Tablets
APPAREL
666 Cold Tablets
Adam Hat
INSURANCE
Robert Hall
Thorn McAn
Service Life
ELECTRICAL SUPPLIES
Universal Life
GROCERS
General Electric
A & P
DRUC PRODUCTS
(lamps)
Kroger
Anacin
Arrid
CROCERY PRODUCTS
FINANCE COMPANIES
Armour
Bayer Aspirin
Family Finance Corp.
Aunt Jemima
B. C. Headache Remedy
Seaboard Finance Corp.
Personal delivery of prize wins aood w ; ll Mary Dee's personal appearance plugs Fort Pitt
>.■■'.■'■".
AUTOMOBILES
SPONSOR: McCaa Chevrolet \CENCY: Direct
CAPSULE CASE HISTORY: This auto dealer in West
Memphis, Ark., started with five one-minute participations
daily to promote used car sales. Sales picked up percepti-
bly. Then McCaa shifted to two announcements daily for
two months at about $9 per announcement. During this
period McCaa Chevrolet reported the sale of an average
oj six cars a day directly attributable to the announce-
ments: s 10,000 north oj used cars for a $000 expenditure.
\\ Dl \. Memphis
PROGRAM: Announcements
results
INSECTICIDE
SPONSOR: Harris Chemical Corp. AGENCY: Marfree
CAPSULE CASE HISTORY: Harris Chemical introduced
WGY listeners to their Fly-Han through participations on
The Chanticleer, an early-morning program. The insec-
ticide was offered to listeners on a mail order basis for
$2.98. Results were immediate and for 13 weeks Harris
averaged 455 orders weekly on an expenditure of $450 each
week. Average sales tally for every $450 spent: $1,355.90.
\\ • .> . Sclirjicc-l.-iih
PROGRAM: The Chanticleer
MENS HOSE
SPONSOR: Joy Hosier Mills AGENCY: Maxwell Sackheim
CAPSULE CASE HISTORY: Over a three-month period,
Joy Hosiery employed 30 participations on the Mrs. Page
program on the Tuesday, Thursday, and Saturday, 9:30
to 9:45 a.m. shovjs. They offered five pairs of men's
nylon hose for $2.98 plus C.O.D. and postage. The an-
nouncements, costing $3,300. produced $11,210.66 in
sales. This from 2.817 pieces of mail containing 3,762
unit orders. The cost per order was 88(*.
WJR, Detroit PROGRAM: Mrs. Page
CATTLE
SPONSOR: Meadowbrook Farms AGENCY: Gilbert Sandler
CAPSULE CASE HISTORY: On his first venture into ra-
dio J. C. Lewis, Meadowbrook Farms owner, contracted
for a series of 13 five-minute stockyard reports scheduled
at noon. After the first program, which contained two
100-word commercials. Lends sold 10 heifers and one
bull. For Lewis that meant a sale of $7,000 worth of
cattle at a total cost of five minutes of station time, or
less than $75.
WBAL. Baltimore
PROGRAM: Stock Yard Reports
STRAWBERRIES
SPONSOR: Tradewell Stores AGENCY: Direct
CAPSULE CASE HISTORY: Tradewell Stores had to
move 800 cases of fresh strawberries before they spoiled.
They scheduled 15 run-of-the-air announcements for a
Tuesday afternoon, evening, and all day Wednesday. By
Wednesday morning, however, remaining announcements
were cancelled. Eleven, announcements for $63.14 sold all
800 cases of strawberries.
KRSC. Seattle
PROGRAM: Announcements
DOUGHNUTS
PORTRAIT STUDIO
SPONSOR: Donut Bar
\(.E\(A : Direct
• M'SULE CASE HISTORY: The sponsor used air copy
based on The Dunkers Handbook, published by the
Downyflake Doughnut Company. Three one-minute an-
nouncemenls during u single baseball game was the
starter. After these three commercials, Donut liar re-
ported sales of 171 dozen doughnuts or over $90 worth
at an advertising cost of $7.50 — a radio-spurred sale of
2,052 doughnuts.
KRXL, Roseburg, Ore.
PROGRAM: Announcements
SPONSOR: Varden Studio AGENCY: Direct
CAPSULE CASE HISTORY: This local studio sought to
attract customers with disk jockey Beechcr Frank and
folk singer Jimmie Osborne. Commercials were integrated
in a daily five-minute show. After 12 shows, Varden
pulled 1.350 inquiries from interested potential customers.
Cost-per -inquiry amounted to 12.6 cents for the 60 min-
utes of air time. Two-week cost: $171 — to build up a sales
potential of several thousand dollars.
WKLO, Louisville PROGRAM: Beecher Frank-Jimmie Osborne
Topeka's Biggest
Building Boom On,
Valued 45 Mijjjp^t>
E. LEWIS
. building tx\
'd Saturday
dw the city's
start before t\
alm\
sldential Th\
Numix-r more
of units [gram
"»8 7? n ' ch
^)
\0$
4s
Y
NEW BELL TELEPHONE BUILDING
MIGHTY
NEW CARLINCHOUSE BLDC.
HUSKY MARKET
Perhaps you've read about Topeka's rapid increase in
retail sales -- the nation's leader in increase for many
weeks running, in fact. Perhaps you know too that big
and reliable industries give Topeka one of the highest
employment ratings in the nation. You may also know
about the record wheat crop we're enjoying .... or
the record 45-million dollar construction program just
underway. Knowing these facts, you may need one
more for your fall-buying file: Topeka's trade territory
population of nearly 500,000 is sold on WREN.
* More Listeners.. More Hours.. Than Any Other Station in Topeka
*ASK US FOR ANY RECOCNZIED SURVEY OF THE LAST 4 YEARS
5,000 Watts
ABC
GET THE FACTS FROM YOUR
WEED & COMPANY REPRESENTATIVE
r
Why is it worthwhile for a national advertiser to
plan a special radio campaign geared to the Negro
market?
Charles D. Kasher
President
Charles Antell, Incorporated
Baltimore, Maryland
Mr. Ferguson
The
picked panel
answers
Mr. Kasher
Because a smart
national advertis-
er could very
conceivably get
20% of his sales
volume from the
10' < Negro pop-
ulation of the
United States.
And. he should
get it at a lower-
cosl-per-1.000,
making it produce even more than
20' i of his net profit. Sound like a
pipe dream? There are more than
15,000,000 Negroes in America. Geo-
graphically they can be located, fre-
quently making up half the population
of a city. They are a sincere, respon-
sive radio audience. They are a vivaci-
ous, fun-loving, warm-hearted people
and they love to be entertained. In
this part of the country, radio, beyond
the shadow of a doubt, is the only me-
dium that penetrates the suburb and
subdivision, the town and farm, and
goes through educational, racial and
-<><ial barriers to reach the mass of the
\c;jl n people.
To a great degree, their speech is
idiomatic to the extent that nobody
sells a Negro like another Negro ivho
knows how l<> sell. For long term re-
sults an advertiser should invest his
monej in a Negro personality of prov-
en ability. Many sales messages in-
tended f<>r the cars of the Negro have
fallen far short of their goal. Rut.
once that sales message i- phrased in
liis kind of talk and voiced by a friend
of his in whom he has confidence and
pride, he'll buy more quickly and he'll
buy more.
They are an intensely proud and
loyal people. To a degree, they buy
what our WDIA personalities sell be-
cause they are proud of them as sym-
bols of progress. They are eager to co-
operate with them for the good of all
Negroes.
What of that remark about lower
cost-per-1.000? In a station like ours
you have one of America's most effi-
cient advertising tools. A good Negro-
audience station puts your message
directly into the ears of the people you
are trying to convince with very little
seeding of barren ground. And even
when a station has a considerable
white audience as well, as ours has.
this bonus is a part of the market on
which advertisers have long depended
for sales.
From their cold, aloof ivory towers,
some advertising men have been striv-
ing desperately to dream up the one
idea that might squeeze the last drop
of blood from an already mutilated
white turnip. And yet, within his
grasp, hangs plump and juicy, the suc-
culent plum of a $15,000,000,000 Ne-
gro market.
The sooner he wakes up and reaches
i ut for this plum, the sooner he ma\
join the ranks of those -cores of na-
tional advertisers who are already
quietly going about the business of
making money, hoping fervently that
not too much of the competition will
catch up on to the fact that here, liter-
ally, is the -ales opportunity of the
decade.
Bert Ferguson
Manager
WDIA
Memphis
Miss Allison
After all the en-
thusiastic articles
and impressive
statistics with
which advertisers
and agencies have
been barraged, I
doubt whether
a n y o n e today
questions the val-
ue of the Negro
market. Our ex-
perience certain-
ly proves it. Through many years of
advertising package goods products to
the "'general" market, we have never
seen results such as have been achieved
in a relatively short time in the Negro
market — results far beyond the opti-
mistic predictions in those articles and
statistics.
However, if the campaign to the Ne-
gro market is to be truly worthwhile
it must be really "special." We have
found that it is impossible to produce
an amazingly high volume of sales at
a dramatically low advertising cost.
But only by applying special effort
along special lines.
The timebuyer approaching the Ne-
gro market often does not have the
well developed yardsticks and working
tools which serve so effectively in the
general market. The three R's — rcp>.
rate cards and ratings — which are so
important to the timebuyer's other ac-
tivities are too often lacking here. And
so, special knowledge must be devel-
oped painstakingly and special pro-
cedure- must be improvised for mak-
ing subtle decisions which often can
mean the difference between sensation-
al success and discouraging failure.
Copy. too. must be different. You
can't always use the cute jingle or
minute transcription which has done
42
SPONSOR
so well on the larger, general market
stations. In fact you can't always use
the same copy in all parts of the coun-
try, nor equally well on gospel and
jive programs.
Our actual experience has proved
beyond question that the Negro market
is definitely worthwhile — responsive,
loyal and very profitable. But only if,
of course, it is approached in a "spe-
cial" way.
Madeleine Allison
Media Director
Herschel Z. Deutsch
New York
\\ bile some as-
t u t e advertisers
have discovered
the Negro mar-
ket, the bulk of
national advertis-
X ^H H first national ad-
f ^H vertiser in any
' ^| particular indus-
Mr. Donneson try that beams
specific advertis-
ing to the Negro market immediately
gains the undivided product loyalty of
large segments of this market.
The cost-per-1,000 listeners is usu-
alh many times less than on the larger
radio stations. Negro-audience pro-
grams are usually found on smaller in-
dependents ranging in size from 250
watts to 5.000 watts, but all with sig-
nals that come into the Negro commu-
nities like a ton of bricks. However,
iheir rates are low enough to make the
cost-per-1,000 very low.— At WWRL
the cost-per-1,000 on Negro audience
shows is as low as 11#. Very few me-
dia can deliver at such low cost.
Negro people do listen to Negro
audience shows all over the country.
A study made by Pulse in New York
two months ago. showed that more
Negro people in greater New \ ork
(Negro pop.: 1,001,3711 listened to
5.000-watt WWRL than any other ra-
dio station, network or independent.
This is typical of listener studies made
b\ unbiased rating organizations in a
dozen or more Negro markets.
The Negro market i- large enough
ti' require special attention. Most ad-
vertisers in planning a national cam-
paign would not omit cities like Boston
(pop. 801,000) St. Louis (pop. 856,-
000 1 or Pittsburgh I pop. 676.000).
Yet in the New York area alone there
[Please turn to page 49)
28 JULY 1952
Slorer Broodcosfing Company
ZIV's NEW ELECTION YEAR SHOW THAT
i
CAPTURING THE DRAMA THE WRIT, AND THE
^SXCMEMiNrW THE U.S. SENATE AT WORK!
"S4*
'&?4&
a great
public service!
■5— .—i.i— " ,J aa
rir
/n //o/> Foreman
A-
lS the tall roster of shows went
off the air. some amazement was
registered at the fact that the sit-
uation comedy type of program
had climbed to a position of domi-
nance. Exemplified by / Love
Lucy, which is way out front in
anybody's rating system, shows of
this type ended up leaps and
bounds ( or should I say sprocket-
holes ) ahead of, say Mr. Berle
who. according to A.R.B.. just
made the first 10.
My Friend Irma had also clo-ed
fast and looks like it will lie in the
money for a Ions: while next sea-
son, too. The only amazing thing
to me is. why the amazement?
The human embryo passes
through the entire history of man's
development and television, too. is
doing just that — almost before be-
ing born. So there should be little,
if any, wonderment at what is hap-
pening right now. For example,
look back a scant five years, and
you'll recall, I'm sure, how the
soothsayers were stating flatly that
TV was only for plav-by-pla\
sports broadcasting. (Remember
when they said that about radio?)
Then the boys with the ouija
boards went on record stating that
you needed an hour-long program
to get impact out of the new me-
dium. (Radio look 20 vears to
Ben Duffy on film show reruns
As a follow-uu to Bob Foreman's comments on reruns in the 14
July issue, here's a viewpoint from Ben Duffy, president. BBDO:
1. // the public is expected to buy a product as a result of advertising,
it is important that nothing be done to discredit the product or company
making the product. It should always be "in character?' A rerun or
second showing would rewh some new jieople, but those who viewed it
before may get upset and this would reflect on their attitude towards
the client's product. Why go looking for trouble by being "penny wise
and pound foolish?''
2. Experience has indicated that reruns can secure an audience, but
research on the effect of reruns on the TV public 'those who have viewed
before) is lacking. Not audience measurement, but audience attitude.
3. Reruns are okay at certain times under certain conditions (summer
replacements, etc.) but at the height of the season, lor high ranking,
high cost shows in fee) time spots and sponsored by top ranking adver-
tisers, they are out of place.
I. The quoted costs for second showings for many shows are too high.
•>. A lot depends upon the type of sponsor. For example, advertisers
with set e<ted dealers selling high priced products may be criticized In
the dealers for "palming of]'' second showings.
ft. ) ou can get away with second showings on children. Perhaps here it
is an advantage because children like to anticipate what is going to
happen. (Hopalong Cassidj is a good example.) Further, you can get
aica\ with second showings in non-competitive time spots better than
you can in the competitive time periods. "The show's the thing." A
person may read a good book twice instead of reading a poor book. Hut
if you had the selection of two good books on your reading tabic, you
iiou/d be more likeh to read them both than to read one twice.
live down that fallacy; remem-
ber?)
Next came the swamis with tow-
els on their heads, and these gave
forth the revelation that no one
could possibly watch daytime tele-
vision because the housewives of
America wouldn't have time with
all their dusting and diapering
chores. ( Once they had also said
there was no market for daytime
radio because women were too
busy!)
And now we find that the loose-
ly formated, 60-minute TV vari-
ety show has burned up more acres
of gags and comics than are avail-
dble, so each week there is consid-
erable fizzling and sputtering, and
shows of this type have more and
more trouble getting off the
ground. Then, at this crucial mo-
ment, in waltzes the first really
lunnv situation comedy (unfortu-
nately, the Erwins and Beulah
missed). The newcomer was half
an hour in length, a barrel of fun.
(Please turn to page 48)
commercial reviews
(See also Conventions story page 24)
TELEVISION
SPONSOR :
agency:
PROGRAM :
Westinghouse
McCann-Erickson, N. Y.
Republican Convention
The Westinghouse commercial format
of the Republican Convention, at least for
the first two days of the extravaganza, was,
I'd say, a model of restraint, good taste,
and held to a minimum of intrusion. Hav-
ing transported the first lady of commer-
cialdom, Betty Furness, to Chicago, the
advertiser offered copy that was informa-
tive, interesting and well presented. The
first glimps; I caught of Miss Furness (I
think it was her premiere — on the dav he-
fore the circus began) she explained, by
way of preface and apology, that she would
br;ak in from time to time during the
proceedings to tell us about Westinghouse
?nd its products. Tactfully she pointed
out that her remarks would never obscure
any important convention news, and she
showed how a buzzer would interrupt her
(Please turn to page 56)
46
SPONSOR
T. V. story board
A column sponsored by one of the lending film producers in television
S \ I { 1 1 A
NEW YORK: 200 EAST 56TH STREET
CHICAGO: 16 EAST ONTARIO STREET
How to present a new product to TV viewers is ably illustrated
in a series of program commercials for Finesse — the new cream
shampoo of Jules Montenier, Inc. For this highly competitive mar-
ket, these SARRA-produced messages sell — and sell hard- — on the
product's colloidal cleansing, utilizing live action and illustrative
animation sequences. As an added note, Dr. Jules Montenier himsell
appears in the SARRA VIDE-O-RIGINAL commercials. Earle
Ludgin & Company is the agency.
SARRA, Inc.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
In an aura of dignity, introduced by the distinctive twin medallions
to mark its 60th anniversary, Philco showed its entire line of prod-
ucts to the TV audience in a commercial opening produced by
Sarra especially for presentation of the Republican and Democratic
national conventions. The quality of reproduction and reception
is another evidence of the excellence of the SARRA VIDE-O-
RIGINAL print. Produced for the Philco Corporation through the
Hutchins Advertising Co., Inc.
SARRA, Inc.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
This sprightly group of TV commercials produced by SARRA for
Lone Star Beer bounce right into viewers' consciousness and hold
their attention from jingle introduction through a series of product-
enjoyment action scenes interpolated with appetite-appealing still-
lifes to the ending jingle fadeout. The sparkle of Lone Star Beer
is shown to best advantage in the crystal-clarity of the SARRA
VIDE-O-RIGINAL prints. Made for the Lone Star Brewing Com-
pany under the supervision of Thomas F. Conroy, Inc.
SARRA, Inc.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
28 JULY 1952
47
#* &!.
soles increase
PERMA STARCH'
A. Earle Clark, food broker, has found that wvTwtf television
has brought him sales increases up to 400"/, ... this from the
825,(100 year 'round residents who spend over one billion
dollars annually in the great south Florida market.
Learn more about this amazing WTVJ sales story !
CALL YOUR FREE & PETERS' COLONEL TODAY!
*?fottdad 'pCiaC' TV StatC&t
L -mw
CHANNEL 4
MIAMI
48
COMMERCIAL REVIEWS
(Continued from page 46)
and presented two different, yet
sympathetic people. What hap-
pens? We're amazed that it wins
friends and influences rating ser-
vices. But why?
Since Lucy's success, it's safe to
assume that scores of other situa-
tion shows are already underway,
both live and on film. Some have
already been aired as summer re-
placements. Others are in the cut-
ting rooms being processed into pi-
lot films, and still others are onlv
in typewritten form, bound with
equal parts of Bristol board and
hope.
One of the smartest ways to de-
velop shows of this type and of the
right caliber has been devised by
several producers who are current-
ly engaged in the making of tele-
vision films. These outfits are now
in production with a series of un-
related dramatic programs, which
are already spoken for by sponsors
either on a network or as local
buys. In each 13 of the series, the
producers expend a little extra
money and a lot of extra effort
trying to come up with a plot or a
cast or a combination of both
which looks like it would be a good
bet expanded into a series on its
own. This singleton film paid for
by the original sponsor (and run
by him or by "them" if it is syn-
dicated) becomes the pilot film
from which the contemplated sit-
uation series is peddled. I know
of one case in which this technique
has already worked and another
near-miss.
Whatever does emerge next
year, it is obvious that more and
more situation comedies will find
their way onto rosters of networks,
local stations, and advertisers next
fall . . . for the simple reason that
such ventures are pleasant to view,
comparatively low in cost (up
against the hour variety show, that
is) and far easier to put together
from a scripting, casting, and pro-
duction standpoint.
A good thing, I'd say, for audi-
ences and advertisers alike!
SPONSOR
MR. SPONSOR ASKS
[Continued from page 43)
are more Negro people than the entire
population of any of these three cities.
A national advertiser will receive a
great deal of extra merchandising be-
cause these stations are anxious to
make the campaign a success. At
WWRL we set up product displays in
supermarkets; send out many promo-
tion pieces to grocers, druggists; call
on wholesalers; attend company sales
meetings; continually advertise and
promote shows through newspapers,
posters, etc.
Breads, rice, sugar, flour, canned
milk, canned meats, coffee are more in
daily demand than luxury type foods.
Any advertiser in each of the above
industries that beams ads to the Negro
market will gain thousands of regular
customers who buy this type of product.
However, when money is available
Negro people will buy the best quality
product regardless of price. With more
people working today than ever be-
fore, the Negro market is ready for
higher priced items in all food and
drug, as well as soft and hard goods
lines. One supermarket chain sells
more quality cuts of steaks in low in-
come Bedford-Stuyvesant in Brooklyn
I predominantly Negro I than in their
high income, predominantly white
Manhasset, L. I., supermarkets.
A national advertiser will be reach-
ing domestic workers who not only buy
for their own family, but in many in-
stances for the family they work for.
Selvin Donneson
Sales Manager
WWRL
New York
When a nation-
al advertiser
knows that he has
substantial dis-
tribution in a Ne-
gro market he
shouldn't be con-
tent to sit back.
Instead he should
do something spe-
cific to keep up
with competition
through the utilization of special cam-
paigns rather than a general campaign.
If, for example, the product up for
promotion, is food the advertiser knows
the Negro population represents a sub-
stantial percentage of the total popu-
Mr. Wootton
lation. He then has some idea of the
potential dollar volume they represent.
Since the per capita spendable Ne-
gio consumer dollar, for food, esti-
mated at 27.9 cents, approximates the
national average, the interested nation-
al food advertiser's targets can be pin-
pointed, market-by market, just so long
as they have information which fully
establishes such a potential.
These advertisers must be willing to
grapple with the definition of "mar-
kets," generally, and the so-called Ne-
gro market, in particular. They must
establish the market ratio between
white and non-whites, and be gov-
erned accordingly.
This is one of the measurements de-
vised to provide the evidence of Negro
market worth, as related to any con-
templated over-all campaign.
Many so-called "sure fire" national
radio campaigns actually promote
"discrimination," against the advertis-
er's own dealerships. Dealerships whose
investments in property, by grace of
location, happens to be, in what, some
uninformed advertisers and/or their
agencies prefer to call "C" and "D"
markets.
One of several possible formulae for
some national advertisers designed to
enable them to determine the worthi-
ness, in Negro radio usage, is to re-
assay the sales pattern their products
now reveal, to find out, whether or not
such products have a common affinity
with Negroes and/or Southerners as
consumers.
Under this requisite, the advertiser
may get to know the sympathetic rela-
tionship between market groups, pre-
sumed to be different, in social and
economic backgrounds.
When appealed to, through both
Hillbilly and Spiritual programs over
the same station, the impact can be
measured separately.
Local and/or regional sales man-
agers inherit a greater control over the
processes for merchandising tie-in, re-
lated to the media and the product.
Coverage of a market is not the only
desirable element to be achieved by
the national advertiser interested in
Negro markets. Through the employ-
ment of Negro market radio, penetra-
tion is then possible, as well.
Joe Wootton
Director
Radio Division
Interstate United Newspapers
New York
r*
II
I
A
y
r
i
M
KNOW HOW
*<IMM
ANNOUNCEMENT
OF NEW
NATIONAL REP!
Takeum ad in SPONSOR . .
Tellum many Paleface
about new brother —
" Brave -Who-Cover-Coun try"
WILLIAM G.
RAM BEAU
National Representatives
Sellum OKLAHOMAN
same way . . .
Cover Market plenty
MUSIC • NEWS • SPORTS
Keepum Sponsors happy!
Vice President
Ceneral Manager
REX M
"CHIEF" LESTER
\
A
f
I
8 800
OKLAHOMA CITY, OKLAHOMA
KTflUI
ITS THE
FREQUENCY
THAT COUNTS
28 JULY 1952
49
WHEN
TELEVISION
RESULTS
Here's a rich market . . . and
here's Central New York's most
looked at television station —
ready to present your story to
a "buying" audience. More top
shows . . . more local adver-
tisers . . . greater results.
say "WHEN
11
CENTRAL NEW YORK'S MOST
LOOKED AT TELEVISION STATION
Represented Nationally
By the KATZ AGENCY
CBS
ABC
DUMONT
WHEN
TELEVISION
SYRACUSE .
A MEREDITH TV STATION
agency profile
Chester MaeCraehen
V.p. & dir. radio-TV prod.
Doherty, Clifford & Shenfield
It isn't very often than an agency radio-TV director gets his name
mentioned on a coast-to-coast TV show, so that an incident on Break
the Bank last year was something of a precedent shatterer. In the
middle of this show Bert Parks was delivering an Ipana commercial
when it suddenly dawned on him that there had heen a script change-
just before the show and that he was delivering the unrevised version.
Throwing out his arms in a supplicating gesture. Parks cried into
the camera, "Chester. Chester, forgive me. I really didn't mean it."
Although this is not a typical incident, it is indicative of the sort
of camaraderie that Chester MacCracken generates among his asso-
ciates. He is the antithesis of the "Von Stroheim type" of radio-T\
director described in a recent sponsor article. In the score of years
that he has been in the air media end of the agency business, no one
recalls an instance of temperament or lost temper.
Born in Chicago, Mac moved out to the quieter environs of Ore-
gon at an early age. eventually took his degree at Oregon State. After
seven years with Skelly Oil Co.. during which he switched from
being a sales student to the advertising department, he worked for
Scott Paper Co., J. Walter Thompson. Benton & Bowles and Pedlar
& Ryan before hitching up with his present employer.
Mac looks forward to the expansion of TV facilities for a number
of reasons, one of which is the desire to avoid the loss of quality
which results from the use of kinescopes. "It's not too much of a
problem with Bristol-Myers" Break the Bank because bright lighting
is used throughout the show," he says. "But Borden's Treasury Men
in Action often uses low-key effects which transmit poorly on kine."
"Another advantage of TV's expansion is the fact that the onl\
added cost to the sponsor will be time charges. Talent costs remain
the same whether you use 10 stations or 1.500."
"But. frankly. I don't see how it's possble. from a business economy
point of view, to support 1.500 TV stations. Even with the limited
number of stations, we have today, some of them arc still losing
monej .
From his office on the 52nd floor of the Empire State Building,
Mac commutes to his home in Bronxville, N. Y. One of the few men
in his line who doesn't see any sense in flogging a little white ball
around the fairways, he gets his relaxation reading and puttering
with photography. • • •
50
SPONSOR
We've sorted out the facts
Don't let the 240 pages scare you.
Once you've cracked the 1952 Fall Facts Issue, you'll discover that
we've kept your reading interests uppermost. We've indexed, section-
alized, charted our thousands of facts. We've handled text in ques-
tion-and-answer style.
By all odds, this is the most factual and important of the six Fall
Facts Issues published by SPONSOR. Naturally we're prejudiced. But
unbiased readers are writing, wiring, and phoning that each of the
eight sections is a honey — and we're doing any reader a service by sell-
ing him on the extraordinary value of using its contents.
The highlights of the book are Radio Basics, TV Basics, Interna-
tional Basics, and the detailed TV Map. Each of these four sections
is being made available in reprint form. Last year only the Radio Basics
reprints were available; 30,000 were sold.
If this ad sells you on the Fall Facts Issue ( that's its aim ) and you
don't have a copy write to SPONSOR, 510 Madison Avenue, New
York 22.
SPONSOR
the
magazine for radio and TV advertisers
28 JULY 1952
51
This SPONSOR department features capsuled
broadcast advertising significance culled fro
ments of the industry. Contributions are
Oakland pitches its industrial
Oakland. Cal., fed up with being re-
garded as San Francisco's "kid broth-
er," started a drive to promote itself
back in 1936. This year, when Oakland
added TV to its promotional efforts, it
became probably the first advertiser to
use TV for the purpose of pitching the
industrial advantages of an area.
To lure industry, films dramatized area pluses
The Metropolitan Oakland Area
(Alameda County) has a $70,000 an-
nual advertising budget, financed en-
tirely by city and county funds, in or-
der to attract new industry to the area.
This year Ryder '& Ingram Ltd., Oak-
land ad agency, which handles the
MOA account, decided to allocate
$10,000 of the budget to TV (the rest
goes largely for ads in business mags
and newspapers, direct mail, follow-up
activities). The thinking which led to
the decision ran something like this:
The best way to sell a prospect was to
have him visit Oakland for a personal
look. The next best was to make a full-
length feature film and show it to him.
Both of these were ruled out due to
high cost and other factors. TV offered
a means of showing off Oakland at
comparatively low-cost — providing it
was used smartly.
The agency had three five-minute
sound films built (bv the W. A. Pal-
mer Company, San Francisco) on the
general theme "Why they chose MOA."
Fach featured a testimonial from an
executive of a national firm telling whv
his firm selected this area for a branch
plant and how it worked out in actual
advantages via TV
operation. The three firms chosen were
General Foods. Maxwell House Divi-
sion; St. Regis Paper Company and
Detroit Steel Products Company.
These films were run between March
and June on stations WPIX and
WNBT. New York; WEWS and
KNBK. Cleveland; WENR and WBKB,
Chicago. To make sure that the right
audience saw the films. MOA used
mail, phone and wire to notify all in-
dustrial prospects in each viewing area.
From the standpoint of volume and
quality of returns, according to Ryder
& Ingram president, Ross H. Ryder,
TV compared favorably with any of
the other media being used (at the end
of each film, they invited write-ins for
a free book "Why they chose MOA of
California'). But more important than
the number, volume or quality of re-
turns, said Ryder, were the scores of
letters from business counsel, site-find-
ing firms complimenting the area.
Photo at left shows the key men in-
volved in the campaign: (1. to r.) :
Walter Eggert, pres., Oakland Cham-
ber of Commerce; Maurice G. Read,
chairman. Exec. Committee. MOA;
Ross H. Ryder; Harry Bartell, chair-
man. Alameda County Board of Super-
visors, -k -k -k
WLW-TV spurs activity with
"'Operation Sunburst"
To dissipate hot-weather inertia
about TV, both audience- and advertis-
er-wise, and to prove to sponsors that
they can get as good results from TV
in the summer as at any other time.
WLW-TV (WLW-C, Columbus, WLW-
D, Dayton, WLW-T, Cincinnati) is run-
ning its allout summertime promotion
plan "Operation Sunburst" for the sec-
ond year.
This year, in addition to a lineup of
top-caliber summer shows backed to
the hilt with continuous promotion,
merchandising and exploitation, the
drive is spearheaded by a special in-
terest-provoking feature: a contest for
viewers offering $50,000 in prizes. The
contest centers on the theme "If I were
President," capitalizes on the height-
ened interest in politics this year.
Strong viewing incentive is provided
by the clues that the three WLW-TV
stations flash on the screen daily — at
irregular times — to help contestants an-
swer 90 questions pertaining to the
presidency. Each entrant must also
write a short essay on what he would
do if he were the chief executive.
Launched on 17 June, the contest
will run throughout the three-month
"Sunburst" schedule. It is being ex-
tensively promoted via newspaper ads.
cab covers, car cards, 3,000 newsstand
posters, truck posters, hundreds of
counter cards, plus on-the-air promo-
tions, day and night. Some 500,000
entry blanks are being distributed
throughout the area.
Because of the "Sunburst" effort,
WLW-TV reports a 35% gross billing
increase for June 1952 over June 1951 ;
WS1R plays weehend host to timehuyers at sporting event
More than 59 timebuyers from lead- late in June. They are shown in the
ing ad agencies were weekend guests photo above at Hancock Field, Syra-
of WSYR and WSYR-TV (Syracuse) cuse, about to board one of the two
at the Intercollegiate Rowing Regatta planes chartered for them by WSYR.
52
SPONSOR
as of mid-July, 102 new accounts have
been acquired.
Advertisers tying in with "Sunburst"
this summer include Clorets. Red Top
Beer, B. C. Remedies, Tide, B. F.
Goodrich. Sinclair Oil, French's Mus-
tard. Palm Beach Suits, Albers Super-
markets, Kroger Grocery Company.
Among advertisers using "Sunburst '
resultfully last year, according to
WLW-TV, were Ford Dealers, Raleigh
Cigarettes, International Harvester,
Minnesota Mining. American Vitamins.
U. S. Tobacco, Arthur Murray. Pontiac
Dealers. * * *
Briefly . . .
Jane Todd, woman commentator on
KCBS, San Francisco, was the grand
prize winner in the 1952 Wendy War-
ren and the News I CBS Radio. Monday
through Friday. 12:00 to 12:15 p.m.)
\ft omens Commentator Contest. Her
story of a Chinese-American housewife
whose shrimp-fishing business will send
three youngsters to college this fall
won Jane Todd a stay in New York
City, complete with a tour of high
spots, as guest of General Foods and
Benton & Bowles.
KCBS commentator Todd won a whirl in N. Y.
At a party held by Wendy Warren
in Miss Todd's honor at the Savoy-
Plaza Hotel, guests included (photo, 1.
to r.) Henry Flynn, Eastern sales man-
ager. CBS Radio Spot Sales: Jane
Todd; Fred Hitchcock, product man-
ager, Maxwell House Coffee Div., Gen-
eral Foods; Wendy Warren; Harry
Warren, Maxwell House account exec-
utive. Benton & Bowles.
* * *
Following the House of Commons
approval of a plan for making British
television commercials, a slurring state-
ment was made concerning American
"Good taste" in TV commercials. Offi-
cials of the Telepix Corporation, Holly-
wood TV producer, rushed to the de-
( Please turn to page 58)
• COMPARE ... the Coverage with
the Cost and You'll discover
Why this Greater "Dollar Distance"
Buy is Ringing More Cash
Registers than ever
for Advertisers!
• Covers a tremendous
Population Area
in 5 States at the
Lowest rate of any
Major Station in
this Region!
"It's The DETROIT Area's Greater Buy!"
Guardian Bldg. • Detroit 26
Adam J. Younc, Jr., Inc., Nat'l Rep. • J. E. Campeau, President
28 JULY 1952
53
PINPOINT
YOUR
PERSISTENT
SALESMAN
PROSPEROUS
SOUTHERN
NEW
ENGLAND
with
UNDUPLKATED COVERAGE
in
220,000
homes!
Represented Nationally by
Weed Television
In New England — Bertha Bannan
What's New in Research?
Comparison of program types shows boxing
topped by eomedy variety
1-7 JUNE 1952
1-7 JUNE 1951
PROGRAM TYPE
RANK
AVG. RATING
RANK
AVG. RATING
Comedy variety
1
25.6
12.3
Boxing
2
25.5
1
22.5
Westerns
3
10.9
4
14.3
Comedy situation
4
19.3
5
12.5
Drama & Mysteries
5
17.8
2
16.7
Talent competition 6
15.0
3
15.3
Horse racing 7
12.0
18
4.5
Musical variety 8
11.5
8
10.7
Quiz-Aud. Partic. 9 11.4
9
10.2
Wrestling 10 10.7
14 7.2
No. Quarter-Hours: ©82 No. Quarter-Hours: 647
(Source: Multi-Market Telepulse)
Continent: Despite the rapid rise of comedy variety as the
most popular TV program type, boxing still manages to stick close
on the heels of the leader. It will also be noted that the only stand-
ard program type that underwent a marked shift over the year was
Drama & Mysteries. In June of last year it was the second most
popular type. This year it ranks fifth.
Xatiomil Ratinys top 10 proyratns
(Percentage of homes reached in program station areas)
TRENDEX
TV
NIELSEN RADIO
Rank
1-7 July 1952
Program Rating
Network
Rank
8-14 June 1952
Program Rating
1
Talent Scouts
29.9
CBS
1
You Bet Your Lite 7.6
2
Godfrey's Friends
26.2
CBS
2
Broadway Is My Beat 7.2
3
Rocket Squad
22.1
CBS
3
Romance 6.7
4
Pabst Fights
21.4
CBS
4
Fibber McGee 6.6
5
The Web
20.7
CBS
5
Dr. Christian 6.2
6
Summer Theatre
19.6
NBC
6
Big Story 6.0
7
Big Town
19.1
NBC
7
Walk a Mile 5.9
8
Dragnet
18.3
NBC
8
The Lineup 5.3
9
Little Margie
18.2
CBS
9
Great Gildersleeve 5.3
10
Danger
17.6
CBS
10
Bob Hope 5.3
Trendex Note: Republican
all network ■ — 41.0 rating
convention
July 7.
54
SPONSOR
Y####* available in reprint farm
4 BASIC TOOLS FOR SPONSORS
Radio Basil's (revised, 19S2)
\(>-l>age supplement reprinted from 1952 Fall Facts
issue. Includes 31 charts and tables statistically out-
lining the vital facts of radio distribution, listening,
cost-per-thousand, out-of-home listening, comparative
media costs, hour-by-hour listening, effects of TV, etc.
TV Basics ( a sponsor first)
16-page reprint of supplement appearing in sponsor's
Fall Facts issue. Statistical data on TV homes, viewing
habits, cost-per-thousand, comparative media costs. 22
charts presenting the case for TV as gathered from the
best available research sources.
TV Wlap (showing TV locations and network links)
Shows every TV market and stations; lists number of
sets in market, net affiliation of stations; representative
for each station with New York phone number.
international Basics (Radio & TV Abroad)
Basic data on stations in the 50 countries outside
U.S.A. that permit commercial broadcasting. Charts
of international market and radio coverage; compari-
son ivith newspapers; U. S. imports; U. S. advertisers
and moneys spent; agencies doing business abroad, etc.
SPONSOR
The
USE
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magazine for radio and TV advertisers
COMMERCIAL REVIEWS
i Continued from page 46)
whenever the convention itself warranted
a flash cut-in. A good gimmick and ex-
cellent public relations.
Also — this was the first time in history,
I believe, that a program was enabled to
interrupt a commercial and may very well
start a trend in the industry, though I
doubt it.
The brief and fairly infrequent commer-
cial chats with Betty covered a variety of
subjects such as dehumidifiers, ranges and
the propulsion equipment (whatever that
is) on the new liner, United States. The
copy was fairly colloquial and, as usual,
well delivered.
sponsor:
agency:
program:
Philco
Hutchins Adv. Co., N. Y.
Republican Convention
Having witnessed but a fraction of the
convention sponsored by the above adver-
tiser, I'm not in a position to make any
sweeping statements. But I would like to
point out one basic difference between Phil-
co copy and what I saw (and described
You can't cover Indiana's #2
market from another state.
Our rates are local and include
complete merchandising distri-
bution and promotion assistance.
We serve 400,000 loyal listen-
ers in Negro, rural, industrial,
and four nationality groups.
Only the Gary Sales Plan sells
Indiana's second market.
Call us without obligation.
Gen. Mgr.-WWCA
WWCA
Gary Indiana's
No. 2 Market
*
Chicago's
Radio
Monster
above) for Westinghouse. I'm referring
to the use of a voice-over treatment to de-
pict the virtues of a piece of equipment
versus the straightforward presentation of
a Betty Furness talking-as-she-demon-
strates.
Here is a fair comparison of the two
techniques and, of course, the more direct
(Furness) method beats the voice-over
hands down. I say "of course" because
a person talking as product features are
pointed out by the speaker is far closer
to the direct type of selling done on the
retail sales floor, and since TV is at its
best when it's closest to retail selling, voice-
over is obviously the weaker of the two.
In fact, I often wonder why so much
voice-over is used for demonstration copy.
It seems silly to have one voice talk while
another person in pantomime points to the
features being described. This puts an in-
surmountable acting-burden on the thes-
pian doing the mute demonstration as well
as dissipating the greatest value of televi-
sion, namely, its ability to combine inte-
grated sight, sound and motion. Philco's
pretty little girl gesturing at the refriger-
ator while a man's voice extolled same was
inane — but not her fault.
sponsor:
agency:
program :
Wheaties
Dancer-Fitzgerald -Sample,
Inc., N. Y.
Stu Erwm Show
Wheaties copy on the Erwin show as
evidenced by the middle break on 7 July-
is an example of well rounded salesman-
ship. This effort delivered Mike Fitzmau-
rice as a sportscaster, Stan Musial as a
home run hitter, a giant size kernel of
wheat as a demonstrator, and some slick
optical work as package-identifier.
Within the span of a single commercial,
we thus covered a number of very sound
and diverse, but well-related copy points.
The sports insert which progresses from
crowd-scene to the sportscaster in his booth
and then to the field is well shot and edited
so that it appears to be a continuous piece
of filmed action (which I'm sure it isn't),
and the part played by Fitzmaurice is thor-
oughly convincing.
I'm not sure that the giant wheat kernel
as it is taken apart to point out its energy-
supply, etc., is a very tasty thought but it
certainly is a graphic one.
As for the gimmick at the end — pop-ons
of the various letters which go to spell the
56
SPONSOR
name Wheaties on the box — here is a fine
bit of attention-holding art and lab-work.
It is replete with action, since each letter
also brings with it a line-drawing of some-
one engaged in a sport-endeavor — it is
relevant because of the way the visual
treatment is achieved, and it is dramatic
since the motion really holds the eye and
fixes the product name in one's mind.
agency: Schick Electric Shavers
program: Kudner Agency, Inc., N. Y.
SPONSOR: Crime Syndicated
I have only one bone to pick with the
copy used for this electric shaver — and
it's simply this. Every woman (not the
market, I realize) and most men who see
this copy in which the salesman uses the
shaver and then hands it to the prospec-
tive customer to use is horrified, disgusted,
and repelled. I daresay even the most mas-
culine male feels that there is something
unsanitary and downright vulgar about
this — almost as bad as using someone else's
toothbrush.
Hence no matter how good the product
and how sound the demonstration of it
on this footage, a repulsive thought such
as perpetrated here, as graphically as TV
can do it, serves to unsell Schick shavers.
MEN, MONEY, MOTIVES
(Continued from page 6)
tricky, not candid, loaded with selective
statistics. Worse, copy has been written
on occasion more to appeal to the
known prejudices of the men okaying
the appropriation than to appeal to
John Q. Public. This was the sort of
self-deception by Boards of Directors
against which Fortune sounded off.
A symbol, it seems, of the hoked-up
kind of institutional advertising which
has drawn unfavorable comment is the
barefoot boy with fishing pole. Just
why this barefoot boy, out of James
Whitcomb Riley, is supposed to be so
nostaglic, so beguiling, so perfect an
argument for rugged individualism is
never explained. But the folklore seems
uncritically accepted among advertis-
ing copy writers that almost any Board
of Directors is sure to purr with delight
if they are shown some variation of
Huckleberry Finn.
Fortune has called the roll of non-
The
General Electric Company
Announces
The Appointment of
THE HENRY I. CHRISTAL CO
New York, Chicago
as
National Sales Representative
for
Radio Station
WGY
Effective August 1, 1952
28 IULY 1952
57
sense in institutional advertising. But
none of the valid objections to copy
hokum invalidates the usefulness of
"institutional" advertising itself. What
is needed is better use, not abandon-
ment.
ft ft #
Fairfax (imie. president of Foote,
("one & Belding. emphasized anew re-
cently before the National Industrial
Advertisers Association in Chicago the
vast need of getting business more fa-
vorably impressed upon the people. It
was too widely accepted, he argued.
that success in business was equivalent
to failure in morals. Great numbers of
Americans still bought the concept that
"bigness is bad and that business is
sharpie, wholly materialistic and pred-
atory, and profoundly unscrupulous."
* * *
Cone spoke of institutional advertis-
ing as building-in a third-dimensional
factor in the public's picture of busi-
ness. This is a good analogy. Plainly
the public often lacks understanding in
depth of business. But it goes the other
way round, too. Often enough business
;&w«r«
An independent survey of radio listening habits in the
Red River Valley was recently made by students at
North Dakota Agricultural College. The Survey cov-
ered 3,969 farm families in 22 counties within about 90
miles of Fargo. In answer to the question, "To what
radio station does your family listen most?" 78.6% of
the families said WDAY, 4.4% Station "B", 2.3% Sta-
tion "C", 2.1% Station "D", etc. WDAY was a 17-to-
1 choice over the next station . . . a i'/^-ro-I favorite
over all competition combined!*'
It's the same story in town. Year after year, WDAY
makes a run-away of the Hooper race, consistently get-
ting a 3-to-l greater Share of the Fargo-Moorhead
Audience than all other stations combined!
Truly, WDAY is a colossal radio buy in a stupendous
farm market. Write direct, or ask Free 8C Peters for
all the facts.
^Competition includes local studios of the other three
major networks.
WDAY • NBC • 970 KILOCYCLES • 5000 WATTS
Fret- & Peters , Inc., Exclusive National Representatives
managements exhibit a lack of under-
standing in depth of the way ordinary
Joes react. No barefoot boys with fish-
ing poles, they. * * *
ROUNDUP
{Continued from page 53)
fense; they immediately sent a dem-
onstration reel of typical American TV
commercials to the House of Commons
to disprove the statement. Ad agencies
handling products which had TV
pitches on the reel included Roy S.
Durstine, Calkins & Holden, Tim Mor-
row, Hixson-Jorgensen. Ringer and As-
sociates. Richard B. Atchison, Leonard
Shane.
* * •::-
The newest Frederick W. Ziv Com-
pany radio production. Freedom, U. S.
A. — a dramatic, informative series
about the American scene starring Ty-
rone Power — will be released for
broadcast early in September. This is
the first Ziv radio program since / Was
A Communist for the FBI was inlro-
duced last year. Freedom, U. S. A.
combines showmanship with the reali-
ties of the American scene today, ac-
cording to John L. Sinn, executive v.p.
of Ziv; was created by Ziv in response
to requests by many radio stations that
they produce another new program.
58
KFWB. Los Angeles, points with
pride to the results achieved in a one-
day announcement campaign for Wil-
shire Beverages. Sponsor used 23 half-
minute announcements. Bob Kaufman,
KFWB account executive, reports a to-
tal of 5,798 cards and letters in re-
sponse; this, he stresses, in a market
which has 23 radio stations and seven
TV stations.
«- * »
The 150th anniversary of the Du-
Pont Company on 18 July was marked
by ceremonies at the site of the com-
pany's first mill on Brandywine Creek.
Wilmington, Del. Included was a one-
hour program on NBC Radio. In con-
nection with the anniversary, DuPont
has published a book. "DuPont — The
Autobiography of an American Enter-
prise" — tracing the company's role in
the growth and development of the
nation. DuPont currently sponsors
Cavalcade of America (Tuesdays, 8:00
to 8:30 p.m. I on NBC radio, through
BBDO: may extend show to NBC TV
this fall.
SPONSOR
The 15 local chapters of the Ameri-
can Association of Advertising Agen-
cies report that the recently-elected
chairmen of the Boards of Governors
of each chapter are as follows: Chesa-
peake Chapter: Joseph Katz. Joseph
Katz Company, Baltimore; Cleveland:
S. L. Abrams. Ohio Advertising Agen-
cy; Dayton: Hugo Wagenseil, Hugo
Wagenseil & Associates; Northern Cali-
fornia: John J. Wiley, Kenyon & Eck-
hardt, San Francisco; Oregon: Wayne
R. Leland. House and Leland; Phila-
delphia: Wesley M. Ecoff, Ecoff &
James, Inc.; Pittsburgh: Harry P.
Vieth, BBDO; Puget Sound: J. F. Crol-
lard, Ruthrauff & Ryan, Seattle; Rocky-
Mountain: Carl A. Salstrand, Ball &
Davidson; St. Louis: E. E. Krom-
nacker, Arthur R. Mogge, Inc.; South-
ern California: Lee Ringer, Ringer &
Associates, L.A. : Southeast Chapter:
W. W. Neal, Liller, Meal & Battle, At-
lanta; Southwest: Wilson W. Crook.
Crook Adv. Agency. Dallas; Spokane:
Harvey A. Brassard, Devine & Bras-
sard, Inc.; Twin City: Harold C. Wal-
ker, Harold C. Walker Advertising.
STOCKS ON THE AIR
{Continued from page 23)
various needs.
Despite the fact that the campaign
was basically institutional, with rela-
tively minor stress placed on obtaining
leads, it produced more leads at less
cost than was previously obtained from
printed media. The quality of the leads,
in terms of conversion to sales, matched
those which had been drawn by the
financial section of The Neiv York
Times — but at substantially lower cost-
per-lead.
In the matter of actual sales, which
is what really counts, the show has cost
the sponsor about 40 for each dollar
of sales. Each program pulls from 200-
300 leads (about 85 per week, from as
far away as Philadelphia) which are
followed up by three weeklv letters and
a personal solicitation if the prospect
seems "hot." Now taking a summer
hiatus, the program will be on the air
again in the fall.
So successful has the WOR show
been that recordings of it are used by
Kidder. Peabody over WHDH, Boston,
and WGN, Chicago. Transcriptions
have been used by other dealers for
sales meetnigs and a Wichita dealer.
Small-Milburn Co., started broadcast-
ing a recording a short time ago.
Kidder, Peabody also tried eight-
and 20-second breaks on NBC i \ -
Today but found the time insufficient
to get their story across. They plan to
try five-minute segments of the morn-
ing TV show soon.
Another broker who has made suc-
cessful use of the air to promote mu-
tual funds is Bache & Co.. New York
I via Albert Frank-Gunther Law).
Bache tried a number of program t\pes
before settling on thrice-a-week spon-
sorship of Today's Business, a 7:15 to
7:20 p.m. WOR show conducted night-
ly by Henry Gladstone. This show, cur-
rently on the air. features a general
roundup of business and financial
news, important stock market quota-
tions and trends. The commercial con-
sists of a pitch for mutual funds in
general, stresses the reliability and ser-
vices of Bache & Co. in particular.
That a mass market for mutual funds
exists is indicated In the Brookings
Institution study. It found that more
than 1.220.000 individual sharehold-
ers in the I*. S. are members of lam-
Only ONE Station DOMINATES
THIS RICH, CROWING 15-COUNTY MARKET
WITH
HOME FURNISHINGS SALES OF $38,324,000
Sales Management' 1952 Survey of Buying Power
^?e y(ma<K<i/£ert&k^ £&iZt0n>
AM FM
WINSTON-SALEM
NBC Affiliate
Represented b»:
HE4DIEYREED CO
28 JULY 1952
59
ily groups with annual incomes of less
than $4,000; 2,880,000 stockholders
are in the $5,-10,000 bracket.
The brokers' big problem is one of
educating his market and developing
trust in investment brokers. As a re-
sult of the 1929 market crash persons
of moderate means have been quite
cautious about investing their limited
finances in a particular common stock.
In other words, they have hesitated to
put all their cash eggs in one basket.
Their limited means (and knowledge)
also prohibited them from purchasing
a diversified portfolio of stocks so that
if one stock dropped abruptly the oth-
ers could take up the slack.
Along came the mutual funds. De-
spite the fact that various investment
funds have been available for over 25
vears. it has only been during the past
decade that their assets have increased
from $500,000,000 to more than $3,-
000,000,000. The more people who got
to know about this form of investment,
the more who diverted surplus capital
to it.
Oversimplified, the principle of mu-
tual funds is that an investor can pur-
chase a piece, however small, of a large
pool of diversified stocks (and some-
times bonds). These pools, or port-
folios, are set up with specific invest-
ment purposes.
An investor, for example, could pur-
chase stock in a pool whose purpose is
to guarantee (as much as anything can
be guaranteed these days) a dividend
yield which, while comparatively safe,
is in excess of what he can get from a
savings bank or government bond. Or
he can get into a fund whose specula-
In HANNIBALAND
THEY have money
to spend!
* HANNIBALAND-z/h Urge 41 county
area surrounding Hannibal, Mo.,
Quincy, III., and Keokuk, Iowa.
The population of the rich Hannibaland area is mostly
rural. These are the folks who have the money to spend
to buy your products. To sell 'em use the station they
listen to most— KHMO.
KHMO reaches and sells the buying power of the
240,470 radio families who live in this large, 41 county
area.
Make your selling job easy in the middle-west in
Hannibaland — buy KHMO. Write, wire or phone
KHMO or Pearson today for availabilities.
KHMO
5000 watts day
Representative
John E. Pearson Company
•
Mutual Network
Hannibal, Missouri
1000 watts at night
tive nature is such that a good possibil-
ity exists of increasing his capital in-
vestment. Or he may want a hedge
against inflation on the theory that
common stock values more closely mir-
ror current prices than does govern-
ment currency.
Bache & Co. manages to get one or
more of these points across on each
show and finish the job on the follow-
up.
This is not the first Bache experience
with air media. A trial period on the
Tex and Jinx Show (NBC) pulled a
load of inquiries but resulted in few
sales. A CBS news show late at night
had similar results. The trick seems to
be to pick a show that draws a particu-
lar type of audience.
Says Albert Frank-Gunther Law's ra-
dio-TV director. Robert Day: "We
have found that radio, properly used.
*•••••••
"Radio advertising is not as 'big a
business' as it should be — nowhere big
enough. Annual radio advertising vol-
ume is roughly equivalent to the dollar
volume of tires sold each year by only
one of the leading tire companies. It
is about the same as the sales at candy
stands in theater lobbies. Is radio ad-
vertising less important than the candy
and popcorn sold in theaters?"
CHARLES C. CALEY
Chairman of Board. BAB
• •*•••••
not only gets us prospects at a much
lower cost-per-lead than printed media,
but that we can convert a higher pro-
portion of leads into substantial sales."
Bache & Co. are currently sponsoring
the Paul Gibson Show over WBBM,
Chicago, after a year's use of John
Harrington's newscasts. In Philadel-
phia, they tried classical music over
WCAU, have now switched to 6:00
p.m. newscasts once a week. They plan
to try some a.m. participations over
KYW in the fall.
The importance of program selection
is exemplified by the experience of
Merrill Lynch, Pierce, Fenner & Beane.
As far back as 1948 this firm tried a
number of radio formats and finally
took a hefty plunge into TV. It signed
for a nine-week sponsorship of a show
called America Speaks, featuring Dr.
George Gallup. Coming during the
election season, the NBC TV network
program built a large audience and
pulled a fair number of leads. The
show came to an abrupt halt after Gal-
lup's flat prediction of a win for Dewey
proved wrong. Nobody wants to talk
aboul the show now. but it is obvious
60
SPONSOR
that the reasoning behind the cancel-
lation was simple: how do you expect
to build confidence in your selections
in the highly complicated financial
market when you can't pick which of
two men will win an election?
Since that debacle MLPFB's air ac-
tivities have been limited to supplying
radio stations with quotations from the
New York Stock Exchange in return
for a plug. At present 14 stations carry
stock prices, nine broadcast commodity
quotations, and 20 carry both.
Another stock selling advertiser is no
longer on TV for an altogether differ-
ent reason. His success was apparently
too great.
This story needs a bit of background.
The cancelled sponsor, Tellier & Co.,
is an investment house — not a member
of the New York Stock Exchange — -
which specializes in speculative slock
issues. These stocks rarely sell for
more than 35tf a share (often as low
as 15^) — commonly referred to by the
big brokers as "cats and dogs."
Walter Tellier, president of the bro-
kerage house, operates on the theory
that the little fellow is just as entitled
to a little "action" in the market as the
big boys. He makes no bones about
the speculative nature of his offerings.
Working with his agency man, Bob
Day (Albert Frank-Gunther Law), he
cooked up a format for a TV pitch.
They then bought a participation on
WPIX's 7:15 Show, a movie program
m.c.'d by one time child star Freddie
Bartholomew.
The stock selected was that of the
Trad Cabinet Corp. of Asbury Park,
N. J., a firm organized for the purpose
of building cabinets for TV sets. The
plan was to offer just under $300,000
worth of stock at 25^ per share.
Bob Day learned just before the first
show went on the air that Tellier had
held 20 of his salesmen at the office to
take phone calls, and gloomily pic-
tured them playing cards all night long.
Then came the show. After an in-
troduction from Bartholomew, Walter
Tellier stood up with a long pointer,
aimed it at a blown-up stock prospec-
tus that dominated the screen. "Ladies
and gentlemen," he said, "my name is
Walter Tellier and I'm a stock broker
with offices at 42 Broadway. I'm here
this evening to tell you a little some-
thing about a purely speculative stock
that we are offering in a new com-
pany."
After making his pitch and warning
^Jhe ^Jelevl&lon ^rudience of \Joduu
In answer to a number of requests, we are publishing
below a complete list of studies covered to date
through "The Television Audience of Today." All
of these studies are still available and many be pur-
chased from the TV section of Advertest Research.
NO.
NO.
NO.
NO.
NO.
NO.
NO.
NO.
NO.
NO. 10
NO. 11
NO. 12
NO. 13
NO. 14
NO. 15
NO.. 16
NO. 17
NO. 18
NO. 19
NO. 20
NO. 21
NO. 22
NO. 23
NO. 24
NO. 25
NO. 26
NO. 27
NO. 28
NO. 29
NO. 30
NO. 31
NO. 32
NO. 33
NO. 34
NO. 35
NO. 36
NO. 37
NO. 38
NO. 39
NO. 40
March, 1949 Daytime Television
April, 1949 Children's Programs
May, 1949 Radio vs. Television
June, 1949 Night-time Television
July, 1949 Advertising Effectiveness
August, 1949 Summertime Television
Sept., 1949 Sports and Television
Oct., 1949 Television Drama
Nov., 1949 Advertising Effectiveness
Dec, 1949 Television News
Jan., 1950 Television Movies
Feb., 1950 Radio vs. Television
March, 1950 Advertising Effectiveness
April, 1950 TV's Effect on Reading Habits
May, 1950 Television Variety Programs
June, 1950 Daytime Television
July, 1950 TV Index of Product Usage
Aug., 1950 Purchases of Durable Goods
Sept., 1950 Television Commercials
Oct., 1950 Children's Televiewing
Nov., 1950 TV vs. Radio — 18 Month Comparison
Dec, 1950 Televiewing After 11 PM
Jan., 1951 Advertising Effectiveness
Feb., 1951 Week-end TV Habits
March, 1951 TV Mystery Programs
April, 1951 TV Western Programs
May, 1951 Daytime Television
June, 1951 Weekly vs. Alternate Week Program
July, 1951 Study of Non-Owners
August, 1951 Summertime Television
Sept., 1951 TV News and Educational Programs
Oct., 1951 Television Commercials
Nov., 1951 TV vs. Radio— 30 Month Comparison
Dec, 1951 Sports and TV
Jan., 1952 Movies and Television
Feb., 1952 Early Evening Televiewing
March, 1952 Television Drama
April, 1952 Product Usage
May, 1952 Daytime Television
June, 1952 TV Spot Commercials
90 BAYARD STREET
NEW BRUNSWICK • NEW JERSEY • CHarter 7-1564
28 JULY 1952
61
HEARING
IS
BELIEVING
Central Ohioans buy brand
names associated with favorite
radio personalities. Loyal, yet
ever-ready to try something
new, Central Ohioans, Wfa mil-
lion strong, make up a billion-dollar market for old and
new products.
Reach this 24-county market area through WBNS Radio
— Central Ohio's only CBS outlet. The top 20-rated pro-
grams round out a balanced schedule which attracts loyal
listeners who hear . . . believe . . . and buy!
ASK JOHN BLAIR
rown
WINS — S.000
WEIO-FM— S3.000
COLUMBUS. OHIO
CENTRAL OHIO'S ONLY
OUTLET
Albert A. Clarke,
Jr.
Lever Bros.
Co.
Big New Off
uce Bldg.
New York, N. Y.
Dere All
I here you
got a
new job with Mr.
Lever. 1 wanna
F*/"»L
f tell you about th'
f\ £,'
a/»
new brand of
baseball here we
got with th
Senators in th'
Amurican Assn.
Charleston iz now
rfl
i in big company
| with Milwakey,
1 Minnevapolus,
f Louise ville and
thim other big
cities. Bite now
I y^^mf \
we're drawin
1 1
n
bigger crowds
than thim.
Charleston is
sure full of biz-
ness. Wall, may-
be it ain't gist
yy^fff-
S| ('.has. but th'
vW^
Whole Kanawha
^m
Vallie. Lux end
Pepsodent h a z
lllUllll S(//<'\
hear A
in be boosted with
WCHS with
5,000
at 580. Th' boss sez
we got more
W.Va
. lisseners then any
other stashun in th' state.
Yrs.,
Algy.
w c
H S
Charleston, W. Va.
viewers that the company wouldn't
start to pay off for three or four years,
if then, he invited phone calls to his
office for further details. He gave the
phone number, urged them to "do it
now."
The office switchboard lit up like a
Christmas tree. Salesmen had time
only to take names and addresses be-
fore breaking off to answer another
call. Literature was mailed out the
same night and a follow-up made three
days later. Between 500 and 600 calls
were received after each telecast with a
high mark of 800 being hit one night.
Relates Tellier: "Those telecasts real-
ly produced for us. We got leads at a
cost of about l&V apiece. Newspaper
ads had supplied leads at about $2-2.50
each. You can see why we were en-
thusiastic about continuing the WPIX
series. But when renewal time came
around the station made all kinds of
excuses for refusing our business."'
(A WPIX spokesman told sponsor
that the reason the contract was not
extended was that "the product offered
was too speculative.")
Following up leads produced by the
telecasts, Tellier salesmen were able to
convert better than 50% of the pros-
pects into stockholders, with orders
averaging about $100 per sale. But
Tellier has been unable to buy TV time
since then.
Among the other investment firms
which have used the air is the Wel-
lington Fund of Philadelphia which has
tried eight-second spots, turned to giv-
ing away about $1,000 worth of shares
in return for plugs on Stop the Music
(ABC TV). A TV ticker tape idea
didn't pan out and was dropped by
WOR-TV.
The use of radio by investment
houses and financial magazines in gen-
eral is on the upsurge. Currently
Shields & Co. in Buffalo. Dempsey,
Tegeler in Los Angeles, Esterbrook &
Co. in Boston and Small-Milburn in
Wichita are additional firms using ra-
dio successfully.
As more brokers and their agencies
learn to use the medium a definite trend
is developing. Says Marty Monroe.
WOR sales executive, "We now have
seven business and financial shows per
week going. As a result of their suc-
cess, we expect to have at least four
more programs of this type on the air
next fall. There's a rich market here
for advertisers.'' * * *
62
SPONSOR
WFAA FAIR
[Continued from page 27)
There'll be souvenirs . . . prizes . . .
pictures . . . and a special contest for
amateur camera fans. Any day next
week from 5:30 in the morning until
10:00 at night. This will be the largest
anniversary celebration WFAA has
ever had . . . and it's all for you. Plan
to be with us sometime next week.
Save a day for WFAA. I'll be looking
for you."
Backing this up was the newspaper
advertising campaign which ran from
15 to 30 June in the Dallas Morning
News (owner of the station) plus the
the plentiful editorial coverage which
that and other papers gave the event.
Visitors arrived at WFAA's pent-
house studios in its building on Jack-
son Street in Dallas via a "sky bridge"
which connected that building with the
next one. On the bridge were histori-
cal exhibits telling the story of the sta-
tion's growth from the tent-enclosed
studio area in the library of the former
Dallas News building in 1922, to the
50,000-watt NBC and Texas Quality
Network ,and 5,000-watt ABC affiliate
it is toda) . I The station operates half-
time at 820 kc on the 50,000-watt na-
tional channel, and half-time at 570 kc
on the 5,000-watt regional channel. )
All visitors registered for sponsor-
contributed door prizes, with the draw-
ings coming three times a day: at
10:30 a.m., 3:00 p.m. and 8:30 p.m.
Among the 65-odd advertisers donat-
ing daily door prizes were General
Foods. Standard Brands. Procter &
Gamble, Kraft Foods. Manhattan Soap
Company. Charles Antell, Gulf Oil,
Brown & Williamson, Cudahy Packing,
The Mennen Company. Cook Chemical
Company, Mercantile National Bank.
R. C. A., Earl Hayes Chevrolet Com-
pare. Pacific Citrus Products Com-
pany. At the end of the anniversary
week came the drawing for the grand
prizes: a Philco refrigerator; two dia-
mond and gold Bulova watches; a
Slumberton Mattress; a course at Pa-
tricia Stevens School of Modeling; a
Magnavox radio-phono combination.
Two of the station's studios were
turned into exhibit halls of colorful dis-
plays of sponsors' products and star
pictures. Network sponsors-shows-and-
stars displavs lined the walls of one
studio in free-standing display units.
Among products represented were Co-
ca - Cola, Alka - Seltzer, Dreft, Kix,
Wheaties, Old Gold cigarettes, Philip
Morris, Kellogg's dry cereals, Allsweet
Oleomargarine, Mutual of Omaha,
U. S. Steel, Ex-Lax, Anacin, Schlitz
beer.
"Growing with WFAA" was the
theme of the display featuring spot ad-
vertisers, including Bulova Watches,
Tender Leaf Tea, Wonder Bread, Bryl-
creem, Neuhoff's Frankfurters, Dallas
Power & Light Company, Pillsbury's
Best Flour, Pepsodent.
All local programs were given hall-
way shadow-box display space, combin-
ing show, talent and sponsor's product
in eye-arresting units. Among pro-
grams featured were the 23-year-old
Early Birds, sponsored by Aunt Jemi-
ma Flour, The Mennen Company and
Morton's Foods among others, and the
Saturday Night Shindig, now in its
ninth year and sponsored by the Fant
Milling Company.
Local news advertisers had a corner
in one of the studios all to themselves;
among them were Time and Life Mag-
azines. Griffin A-B-C Shoe Polish, Dal-
las Railway & Terminal Company, Nu-
trena Egg Mash, Slumberon Mattresses,
Admiral TV.
With its anniversary, WFAA demon-
strated that any event which a station
runs in order to build good will for it-
self among listeners can also be used to
boost its advertisers — with benefit to
all. • • •
CONVENTIONS
I Continued from page 25 \
be higher than female interest, West-
inghouse should have inserted some
commercials that would appeal more to
a man. Miss Furness was on 77 TV
commercials during the Republican
Convention and spoke for about 114
minutes of the total 138. One-third of
Westinghouse's radio commercials were
done by Miss Furness in transcriptions
tailored especially for the audio me-
dium.
While agency people and those in
the appliance trade in general were
complimentary about convention air
advertising, a sharp critical note was
injected in exclusive statements to
sponsor by a group of consultants to
the Democratic National Committee.
These consultants, who monitored the
Republican convention on TV from
beginning to end, were led by J. Leon-
ard Reinsch, managing director of the
five radio and TV stations owned by-
James Cox I Democratic Presidential
candidate in 1920). Reinsch, now on
leave, has been President Truman's
radio-TV adviser since the beginning
of his administration.
Some of the criticism laid bare
basic questions also bothering radio
and TV clients sponsor interviewed.
Kenneth D. Fry. Democratic Nation-
al Committee radio-TV director, said:
"Complete sponsorship of convention
coverage by one advertiser is of ques-
tionable value. Although sponsor iden-
tification runs high, increasing an-
28 JULY 1952
63
TWO TOP
CBS RADIO STATIONS
TWO BIG
SOUTHWEST MARKETS
ONE LOW
COMBINATION RATE
Sales-winning radio
schedules for the Great
Southwest just naturally
include this pair of top-
producing CBS Radio
Stations. Results prove
this! Write, wire or phone
our representatives now
for availabilities and
rates!
National Representatives
JOHN BLAIR & CO.
tagonism is generated by repeatedly
hammering away for the same sponsor.
Many viewers consider a national po-
litical convention as a public property
and harbor some resentment against
commercialism of it. . . . 'Irritant value'
may be considered desirable by some
advertisers but certainly not by all
successful sponsors."
This view was seconded by Elmo
Ellis. Reinsch's assistant, and program
director of WSB, Cox station in At-
lanta. Ellis felt that exclusive sponsor-
ship was a waste of money. He ex-
plained: "Since a considerable per-
centage of the audience stays put for
hours at a time during convention pro-
ceedings, one advertiser does not need
exclusive sponsorship to obtain effec-
tive coverage."
The benefits of participating spon-
sorship are twofold, Ellis went on. The
sponsor saves money and the viewer
gets more variety in the commercials.
Reinsch raised the question of wheth-
er it was advisable to telecast the entire
convention. He said: "A committment
to cover virtually everything from
opening to closing gavel ties up the
network and its affiliates so completely
that serious revenue losses from can-
celled programs are inevitable, even
though some portions of the proceed-
ing offer little of interest to the listener
and could just as well be skipped." He
recommended "limited, high-spot cov-
erage rather than (the sale of) a cer-
tain number of hours of the conven-
tion."
The 60-hour G.O.P. convention
nicked the networks for a handsome
sum. everyone agrees. At least 36 hours
of sponsored TV network time alone
was cancelled by the four webs. The
breakdown was. CBS. 16%; NBC, 15;
DTN. 31/4, and ABC, Vfa. The radio
network and local station tab. together
with additional operating costs due to
the unexpected additional time, prob-
ablv made the Republican convention
alone one of the most expensive broad-
cast undertakings of all time.
The Mutual radio network was also
hit financially because of preemptions
of commercial time, but not as badly
as the other networks. Mutual sold
its coverage of the conventions locally
on a co-op basis. However, the pub-
lisher of the Farm Journal and Path-
finder magazines picked up the tab
(about $15,000 to $20,000 a week)
for nine daily network public service
announcements during both of the
conventions.
Oregon's Most Powerful
Independent Station
KWJJ
Does a BIG Job
with a small Budget
KWJJ's rate card tells the story.
Despite this station's tremendous popu-
larity, variety and sales ability our
rates are surprisingly low — representing
Portland's best buy in impressions per
dollar.
Merchandising Tieup
A complete product Mer-
chandising Service is one of
the extras for every KW)|
advertiser. Send for this
sales producing plan today
Studio & Office
1011 S. W. 6TH AVE.
PORTLAND 4, OREGON
Phone ATwater 4393
National Representatives
WEED & COMPANY
New York. Chicago. Detroit,
Boston, Atlanta, Hollywood,
San Francisco
BMI
SIMPLE ARITHMETIC
MUSIC LICENSING
BMI LICENSEES
Networks 23
AM 2,343
FM 343
TV 106
Short-Wave 4
Canada }50
TOTAL BMI
LICENSEES L .2969
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when you program
BMI -licensed music
*As of July 18, 1952
BROADCAST MUSIC, INC.
580 FIFTH AVE., NEW YORK 19
NEW YORK • CHICAGO • HOLLYWOOD
64
SPONSOR
Of the four networks, only CBS had
a contract providing for additional
payments beyond a certain number of
hours of convention coverage. Du-
Mont. which like CBS signed up West-
inghouse, got no such clause. Neither
did NBC or ABC. The latter three
promised the sponsors that if they
didn't provide a certain amount of con-
vention time, the sponsors would get
rebates, but the contracts didn't work
the other way.
To recoup some of the lost money
for stations, the networks hoped to
provide radio station breaks every half-
hour, at least one station break an hour
on TV. Because of the unpredictabili-
ty of the convention proceedings this
was not always possible, but it was
noted that when station breaks did oc-
cur some stations tried to make up for
lost time with double-spotting of com-
mercials.
This prompted another one of the
Democratic observers to warn against
the practice. Bob Swan, vice president
in charge of radio and TV, Joseph
Katz Co. (Democratic National Com-
mittee ad agency) declared:
"Network sponsors of national events
need protection on the local station.
Not all stations were guilty of this prac-
tice, but some outlets carried — in ad-
dition to network commercials — gobs
of local commercials, which they
packed, pushed and sandwiched in at
every station break. It is doubtful that
such practice does any good for either
the network sponsor or the local ad-
vertisers under such conditions, since
it causes so much ill will on the part
of listeners and viewers."
Another crucial question about con-
vention sponsorship was brought up
by Ellis, who doubted whether appli-
ance manufacturers are the ideal con-
vention sponsors. "The person who is
seriously interested in the convention,"
he said, "will not sil patiently through
an appliance demonstration or an in-
volved sales pitch. He will accept, how-
ever, brief commercials that sell brand
names or make a public relations
pitch." Among the products which he
thought lend themselves to convention
commercials. Ellis listed cigarettes,
chewing gum and soft drinks.
Fry also urged short commercials,
preferably from 10 to 20 seconds. Any-
thing over a minute, he said, risks cut-
ting into vital convention proceedings
and creating audience resentment.
The seemingly overwhelming prob-
lem of audience irritation bothered the
sponsors from the beginning. Accord-
ing to Ed Sherwood, who coordinated
Admiral's convention advertising, com-
mercials as short as five seconds wen-
available for situations where impor-
tant convention goings-on made longer
pitches impractical. Westinghouse
brought along 18 flip cards for use in
30-second commercials (the average
Westinghouse commercial was less than
90 seconds). On the first day of the
CO. P. gathering, a Philco official or-
dered a cut in the length of the com-
mercials. Transparencies of the Philco
name were often used against a shot of
the convention to avoid interruption
with a commercial when it was obvious
the viewer would want to watch what
was going on.
All three sponsors made it a point
of policy to insert a commercial only
when nothing important was going on.
Westinghouse appliance division's J.
C. Baird. who was in charge of airing
Westinghouse commercials at the con-
vention, told sponsor: "We would
sometimes go for an hour and a half
without a single commercial. Then
when things got dull, we might put on
a few* within a short time. That prob-
ably explain- why some people felt
that Westinghouse was crowding on
too many commercials or complained
that they weren't evenly spaced."' I The
latter complaint was voiced by one of
tlie Democratic monitors, i
The sponsors made few changes in
their commercials between the CO. P.
and Democratic conventions. All felt
that, execpt for minor technical details,
they were on the right track. Philco
armed themselves with additional com-
mercials so they could be prepared in
the event that the Democratic conven-
tion dragged. Westinghouse was ready
with new introduction gimmicks for
Miss Furness but made no changes in
the body of her commercials.
Baird explained that the new intro-
ductions for the Furness sales talks
were used primarily to avoid an abrupt
switch from convention to commercial
since a sudden appliance pitch might
jar and annoy the listener. There were
some introductions used during the
CO. P. convention but not enough, it
was felt. The new introductions usu-
ally made some friendly reference to
the weather or included a remark or
two about what was happening on the
convention floor. The lack of transi-
tion from convention to commercial
was noted by the Democratic monitors
as well as a number of admen.
The problem of providing flexibility
in the length of commercials (so as to
avoid an unwanted sales harangue
when something important was going
on I was fortuitously solved bv Ad-
miral, due to the following circum-
stances: The appliance firm, which
has a reputation for being fast on its
feet, approached the convention with
its merchandising plans in a state of
flux. It was decided to school the an-
nouncers in the whys and wherefores
of Admiral and then let them ad lib.
28 JULY 1952
65
WSYR's Local
Radio Sales
UP 39%
For the period ending April 30.
WSYR's local radio sales were
39'; ahead of 1951. The local
advertisers responsible for this
increase are in the best position
to test the effectiveness of all me-
dia. They know which advertising
keeps the cash registers ringing.
One Important Reason . . .
In Syracuse
TV Supplements
Radio
Has Not
Replaced It
Even though Syracuse is a tvvo-
TV-station city - even though
71% of the homes in the Syra-
cuse area have TV sets — radio in
Syracuse is very much alive and
kicking. Two separate surveys of
television homes show 2.4 radios
per TV home, with 61 radio re-
ceivers purchased after the homes
had TV. Combined radio-listen-
ing and TV-viewing in these
homes total an average of 7.59
hours a dav. Compared with non-
TV homes —
Radio Listening
Average Hours per Day
In TV homes 3.07 hours
In non-TV homes .... 4.52 hours
National Sp ot
Advertisers
TAKE NOTE!
Write, Wire, Phone
or Ask Headlcy-Reed
ACUSE
570 KC
NBC Affiliate
WSYR— AM— FM— TV
The Only Complete Broadcast
Institution in Central New York
The announcers were immersed in
the Admiral story for three days, by
which time they could rattle off a com-
mercial at the drop of a hat. More im-
portant, they could give a sales talk
ranging from five seconds to five min-
utes. This meant, for example, that if
a short commercial was called for be-
cause of convention doings, it could be
turned out without making any com-
plicated plans beforehand. All of Ad-
miral's live commercials (half of the
total number of commercials) went out
over TV ad lib.
Many of the convention commercials
were thrown into the breach during
gavel-rapping, the theory being that it
was a tough problem to call to order
the boisterous conventioneers. This
theory didn't always work out too well,
however, because the delegates would
sometimes quiet down suddenly and
the chairman would make an impor-
tant announcement while the commer-
cial was still going on. The sponsors
had methods of cutting short a com-
mercial but they didn't always work
smoothly.
In defending themselves against
some of the criticism relating to badly-
spotted commercials, unevenly spaced
commercials, etc. the sponsors often
pleaded inexperience. "After all." one
of the appliance spokesmen said, "we
were working with something new and
untried and we were also faced with
the problem that we couldn't always
predict what was going to happen. It
was no easy job and I'm sure glad that
it's over. We learned a lot and we can
do better now."
One of the more common criticisms
by admen was that the convention
called for something special in the way
of commercials. It was intimated, even
among those who said the commercials
were effective, that advertising was on
trial during the convention, that the
audience expected the commercial to
reflect the importance of what was go-
ing on in Chicago. This was by no
means a universal feeling, but it
cropped up in the SPONSOR survey often
enough to suggest that some oppor-
tunities were missed and that a crea-
tive flavor was lacking in the adver-
tising.
To give an idea of how admen felt
about the over-all convention advertis-
ing picture, here are some quoted
opinions:
The president of a top-10 advertising
agency: "I think the impact of the
convention advertising was terrific be-
TOP
HOOPER
Biff Collie on "Collie's Corral"
12:45-1:00 PM Segment —
Mon.-Sat.
KNUZ 2.5
Net. "A" 1.5
Net. "B" 1.0
Net. "C" 2.0
Net. "D" 0.2
Ind. "A" 0.7
Ind. "B" 1.2
Ind. "C" 0.7
April, 1952 Hooper
COST PER WEEK
CTalent&Time — 52-Wk. Basis)
Mon.-Sat. — $162.00
Mon.-Fri. — $135.00
ui FORM
Dave Morris
Cenerai Manager
., KE-2581
HOUSTON'S LEADING INDEPENDENT
66
SPONSOR
cause of the size of the audience, the
long period of listening and the fre-
quency of the commercials. However,
I thought the commercials were ordi-
nary and even monotonous at times. A
little variety would have helped an
awful lot. It looked like there wasn't
too much planning, although there ac-
tually had been. There should have
been more of an institutional approach.
The appliance people could have tied
in their advertising with history and
the development of American tech-
nology."
The advertising manager of a large
appliance manufacturing firm (not one
of the sponsors) : "I thought the spon-
sors did a pretty good job. I didn't
find the commercials intruded in any
way. Betty Furness was O.K. but it
was the standard Studio One stuff. One
of the important questions to me is
whether the average viewer or listener
remained up late. I took a private poll
and found out that most people did."
An account executive with an agen-
cy that has a large appliance account:
"The commercials didn't take the mood
of the listener or viewer into account.
The radio-TV audience was excited by
the convention and the commercials
should reflect this in some way. I was
a little too conscious of that rotating
Philco chassis, although I think that
the Philco idea of making one sales
point and mentioning the name — and
no more — was sound. I doubt that
Betty Furness commercials appeal to a
man. but I believe she had a tremen-
dous impact all in all. I didn't feel she
was on too much and I certainly didn't
find the commercials offensive. Com-
mercials don't take away from the
dignity of a convention because a con-
vention has no dignity."
An agency research executive who
has been close to the problem of mak-
ing an effective commercial: "The com-
mercials were standard stuff but then
again I believe they should have been
standard stuff. The sponsors bought
time to sell appliances and they were
right in sticking to a straight selling
job. I found that many of the com-
mercials were badly spotted. The spon-
sors should have been more careful. 1
think a lot of listeners and viewers
ducked the commercials by switching
to another network. There should be
some liaison between the sponsors so
they can all put on commercials at the
same time."
The president of another well-known
culvertising agency: "The commercials
were a little boring and I resented the
way some of them were spotted. If I
was a sponsor I wouldn't sink $3 mil-
lion into two weeks of advertising.
That's a lot of money to get back. It
would pay off more if the money were
spread over a number of months."
A well-known advertising agency
timebuyer: "I think the commercials
were the same old stuff. Something
special was called for with all the ex-
citement of the convention coming
across so powerfully. I didn't find that
the commercials were too frequent."
To sum it up. the majority of those
questioned by sponsor were favorably
impressed by the commercial approach
used by appliance advertisers at the
first sponsored conventions in radio-
TV history. It was recognized that
agency and advertiser personnel were
operating under tremendous pressure
— almost as if they were attempting to
insert commercials into a combined
World Series game and three-ring cir-
cus. The wonder was, most felt, that
there weren't more boners and poor
ad breaks. * * *
510 MADISON
(Continued from page 8)
very highly on the nice things you said
about us. It was certainly swell of you
to include us among the more alert
TV agencies in the country.
Lowe Runkle
Lowe Runkle Company
Oklahoma City
RADIOS CAS WAR
Congratulations on your excellent
article, "Radio's Gasoline War." The
article and the accompanying editorial
certainly represent exactly the type of
frank, straight thinking which this sit-
uation demands.
Robert D. Swezey
WDSU, New Orleans
My compliments on your article
about price wars in the broadcast me-
dia. It couldn't come at a better time
and I hope you mailed tear sheets to
every advertiser, agency, station man-
ager, station representative and pro-
gram packager in the industry — that is
to those few who don't happen to be
subscribers to SPONSOR!
Don Kearney
ABC, N. Y.
ANOTHER WRICLEY
Upon reading your article on page
21 of your June 2nd issue entitled "The
Chlorophyll Revolution," we feel sure
you must be confused by the name
Wrigley on a toothpaste made by a
company other than ours, and inas-
much as we are deeplv interested in
maintaining both the quality reputation
28 JULY 1952
67
Same old story
in Rochester . . .
WHEC WAY
OUT AHEAD!
Consistent audience rating
leader since 1943.
WHEC
ROCHESTER, N.Y.///
5,000 WATTS \
ftprtitntativt ...
IVERITT-McKINNIY, Inc., N.w York. Chic
LEE r. O'CONNEU CO., Lei Angel. i, San Franc
^Jne VJnlu
COMPLETE BROADCASTING
INSTITUTION IN
f\ichmond
WMBG-
W C D -"
W T V R >
First Stations of Virginia
WTVR Blair TV Inc.
WMB6 The Boiling Co.
of our product and the distinctiveness
of the name with which it has long
been associated throughout the world,
we would appreciate your sending us
any information you have which led
to the reference, apparently, to our
company in the article.
We want to say here and now that
the Win. Wrigley Jr. Company doesn't
manufacture or sell toothpaste, and has
never made or sold such a product.
Our only product is Chewing Gum.
H. L. Webstkr
R m. Wrigley Jr. Company
• It was not in. 1. 1, i I. ..i in the article that the
"Wrigley's Spearmint Chlorophyll Creen Tooth-
paste" referretl to is manufactured and distrib-
uted by Wrigley Sales Corp., of New York, whieh
has no conneetion with the William Wrigley Jr.
Company.
MACK
RADIO RESULTS
I am compiling a brochure for sales
presentations and find that you 1952
Radio Results has some wonderful suc-
• r-,> stories which I would like to clip-
mount and include in my booklet.
However, our station has but one
copy and I would like to order two
more copies for my own use. Would
you kindly send me two copies and
the charges as soon as convenient.
Sid Collins, Sales Dept.
WIBC, Indianapolis
• The above is one of the many uses SPONSOR
readers are making of RADIO RESULTS. Copies
of RADIO RESULTS 1952, and TV RESULTS
1952, are included with every subscription to
SPONSOR. Additional copies are available at low
quantity rates. Write to SPONSOR SERVICES.
510 Madison Ave.. New York 22. for full details
on costs.
WILSON COMMERCIALS
On page 42 of your 2 June issue you
have referred to some Wilson & Co.
Hickory Smoked Mor television spots
as having been prepared under the su-
pervision of Davis and Co. Advertis-
ing Agency, Los Angeles.
These spots were developed by this
company and John Sutherland Produc-
tions. Inc.
A. J. Engelhardt
Ewell & Thurber Associates
Chicago
• Our apologies to reader Englehardt for in-
correctly crediting tin- TV spots developed bj his
agency and John Sutherland Productions. We are
happy to have this opportunity to make such cor-
rections. Letter- commenting on articles or sug-
gesting corrections are welcomed b> the editors.
5000 WATTS
JOHN E. PEARSON CO.
National Representatives
NEWS on
KMBC-KFRM
is TOPS...
...because KMBC-KFRM
stays on 'top' of the NEWS!
68
And there is no greater value today
than radio news !
KMBC - KFRM news programs are the
most-listened-to newscasts in the heart
of America. They enjoy their high rat-
ings because of the reputation for accu-
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KFRM News Department.
Here is a tremendous sales potential in
one of the nation's richest markets. . .the
great Kansas City Primary trade area.
Call KMBC-KFRM or ask your nearest
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• • • 6th oldest CBS Affiliate • • •
SPONSOR
FILM VS. LIVE
(Continued from page 20)
tiser's white-haired boy. If he owns
the shows or has a financial interest in
it, he assures himself of a program
stockpile that's like money in the hank
in many ways. His ability to repeat
his shows on the air automatically re-
duces the long-range cost of his pro-
graming. He amortizes his program
cost with each additional broadcast of
the same film so that he keeps reducing
the cost factor the longer he's on the
air. Then again the investor stands to
make a profit with the film after he's
through with it by selling the subse-
quent runs to other advertisers. If the
advertiser is just leasing the show from
the producer and he's not interested in
reruns, he's still at an advantage with
a film series since the price to him is
as a rule much less than he would have
to pay for a live show of equal quality.
6. A show in the can frees the ad-
vertiser and the agency from the fear
of an "act of God" befalling an impor-
tant member of the cast.
7. TV, when reduced to its essen-
tials, is after all a combination of pic-
tures and sound; so why discriminate
against a product (film) which made
Hollywood one of the world's largest
and most successful industries?
Following are some of the points
advanced by those who look on the
film trend with either concern, disdain
or skepticism:
1. The broadcast quality of live
shows is superior.
2. The film show cannot match the
feeling of immediacy which the live
show gives the audience. Also the fact
that there's an audience watching them
at the moment creates an air of spon-
taneity among the cast of a live show
that cannot be duplicated on film.
3. A live show can cash in on a topi-
cal subject with several days' prepara-
tion while the sponsor of a filmed se-
ries is shackled by what he has in the
can.
4. The advertisers who are making
capital investments in their film could
be harboring exaggerated ideas of the
future value of their product. The hun-
dreds of stations that are expected to
come into the medium in the next few
years may be pictured at the moment
as maws hungry for any sort of pro-
graming. But what assurance have
these advertisers that quality levels and
available product won't be increased to
the point where competition will make
it tough to recoup the balance of their
investments?
6. As for the rerun angle, this could
prove the biggest delusion and snare of
them all. Didn't Blatz Beer, despite
good ratings and a gratifying cost-per-
1,000, drop its rerun policy after 13
weeks because it found that it was an-
tagonizing viewers, not to mention
dealers? Then again, the cost of re-
runs may not turn out to be as attrac-
tive as anticipated now that the Holly-
wood unions have already started to
move in for their share of the rerun
take.
7. Advertisers are going film too
fast to set at rest the suspicion that the
decisions lack the sober analysis and
long-range treatment that the same ad-
vertisers accord to the debut of a new
product. There's a good prospect of
lots of burned fingers.
Regardless of the strength of the
anti-film position, the experiences ol
the business and the dominant thinking
among important advertisers indicate
that film is assured of an important
role in TV. P & G. for instance, came
out generously well with its flier into
film production via Fireside Theatre.
It is now so deeply committed to film
that its production tab for three on-film
shows. Beulah, Fireside Theatre and
The Doctor, will add up to around
$2,225,000 for the 1952-53 season.
Lever Bros, is also in heavily. It
financed Big Towns conversion to film
and the sale of the series to advertisers
outside the Lever-selected markets has
so far been quite gratifying.
Here's how the sponsor-investment
facet of the business operates.
In the case of P & G, the negatives
of Beulah, Fireside and Doctor are
owned outright by the soap manufac-
turer, which pays a royalty onlj foi
the use of the Beulah title. P & G farms
out making of the films to Hollywood
producers but the latter do not share
in the subsequent-run proceeds. That's
left to a separate deal worked out with
a syndicator.
Under the Lever Bros, type of invest-
ment deal, the advertiser goes a step
beyond putting up a major portion of
ihe wherewithal for the production.
The client here makes the producers of
the film a participating partner in the
residual, or rerun, rights. To be spe-
cific, Big Town's film production is
budgeted at $24,000. Jack Gross and
Phil Krasna are the producers.
There are several contract formulas
between network advertisers and pro-
ducers who own dramatic shows out-
right, but the formula mostly in vogue
is the one contained in the deal be-
tween General Foods and CBS for Our
Miss Brooks (see chart on page 21).
Under this formula the sponsor agrees
to use an increasing number of repeat
show with each successive year of the
contract. What producers consider the
best deal for them is that calling for
28 JULY 1952
69
52 uses a \ ear. \\ ith 39 of them new
productions and 13 of the schedule re-
peats.
Blatz Beer entered into such a for-
mula via its contract with CBS for
Amos 'n Andy but abandoned the re-
peat idea after 13 weeks of it. Blatz's
retreat from reruns ( which will be
dealt with in detail in subsequent para-
graphs ) didn't meet with huzzahs from
the network's film investment quarter.
Under the original arrangement,
CBS was barred from selling A & A
for third runs until Blatz terminated
its association with the series. With
second runs completely out and Blatz
content to use but 26 new pictures a
year on an every-other-week basis for
the next two years. CBS finds itself
deeper in the hole than ever on the
Amos n Andy film venture.
With this and other film properties
CBS, it is estimated, has already about
$3,000,000 tied up in film investments.
Its other financing ventures in that
field involved / Love Lucy, Our Miss
Brooks. Gene Autry and Burns and
Allen. In each instance the network
anticipates a very long wait for the full
return of its capital outlay, since all
deals are exclusive with the sponsor
and the residual rights remain frozen
while the show is on the network.
NBC's film financing operations at
the moment are nothing as extended as
CBS'. It is expected that with Robert
Sarnoff heading up NBC's film division
there will be more activity in that di-
rection. NBC has a co-financin« ar-
rangement on the film version of Drag-
net and somewhat similiar participa-
tion in Dangerous Assignment. ABC
would become part of the underwriting
setup for Ozzie & Harriet when the
series finds a buyer.
Of the program transitions from ra-
dio to TV-film DuPont s Cavalcade of
America appears headed for the desig-
nation of "most expensive." The job
of putting this one on film will be split
up between Screen Gems ( Columbia
Pictures Corp. ) and Jack Shertock, a
Hollywood pioneer in TV film, with
the budget per show expected to exceed
$40,000. There will be no reruns on
this series.
In the controversy over whether the
rush to film is economically sound, the
topic that gets the greatest play from
contenders has to do with repeats by
the network advertiser. The opposition
will invariably cite in support of the
argument against the repeat idea the
experience of Blatz Beer with the Amos
'li Andy show. To the anti-film camp
this has taken on the aura of a classic
case.
What are the facts of this experi-
ence? In terms of ratings
chart
on page 21 1 and cost-per-1.000 the
repeat idea proved quite rewarding,
but from the viewpoint of "audience
attitude" I which, incidentally. Ben
Duffy, BBDO president, points up in
a comment about reruns on page 46)
the results were not so happy. During
the first three months of reruns Amos
V Andy garnered, according to ARB,
a composite rating and share-of-audi-
ence that compared very favorably
with the composite rating and share-of-
audience of the preceding months of
new films. Nielsen ratings for the "re-
peat" month of February gave the show
a record 38.8 and a share-of-audience
which was but 1.7 below the peak
(55.3i.
Blatz had no complaints about the
way that the repeats were faring on
the audience-collecting level, but it
didn't like the flow of complaints about
repeats from letter-writing viewers,
dealers and salesman. Faced with
something it could weigh — ratings —
and an intangible it couldn't weigh —
the extent of annoyance among poten-
tial consumers — the sponsor elected to
shelve his repeat policy altogether. The
letters of complaint amounted to about
1.000. Another factor that disturbed
the sponsor was the refusal of about
10 stations, practically all of them in
one-station markets, to run the repeats.
Among them was the brewer's sole
hometown outlet^ WTMJ-TV, Milwau-
kee.
At the William H. Weintraub agen-
cy, which handles the Blatz account,
the feeling prevails that on the dollars-
and-cents side the repeat idea proved
CKNW leads all day saijs KLLJOTT-HAYNES latest car
radio survey in high-spending Greater Vancouver.
D0THAN, ALABAMA
5000/560
NON-DI RECTION AL
■I Representative I Southeast
Stars anil Ayer I Dora-Clayton Agency
Going to Hollywood?
Want to see television
production facilities that
you have been dreaming
about?
. . . Just drop in on the
new Telepix building .
ythft
1515 N. Western Ave., Hollywood
155 E Ohio Street. Chieaeo
70
SPONSOR
even stronger than had been antici-
pated. It was a risk and it succeeded.
But the agency probably never an-
ticipated that the opposition from
stations would be just as marked as
from viewers. In these days of limited
outlets it is easy to make up for dis-
gruntled viewers, but, as the agency
found out. making up for lost stations
is a frustrating task.
Here's the Hollywood union com-
plication which is cited by the anti-
film element in the ad fraternity as a
looming threat to what they term the
"rerun fallacy" :
1. James C. Petrillo. AFM presi-
dent, has repeatedly rejected all pleas
from TV film producers that he modify
his rule imposing a 5% fee for the
union on the gross production cost of
a program.
2. The Screen Actors Guild has just
issued to Hollywood producers the
terms of compensation for its members
who appear in TV films that are re-
peated. The terms are: 50% of mini-
mum salary from one to three reruns;
25% of minimum for the fifth run and
another 25% of minimum for the sixth
run.
3. The Screen Directors Guild is
reported favoring a straight formula of
50% of salary, which would cover all
subsequent uses.
4. Nothing has been heard as vet
r~Mui/jji
ft*
£ 4 Reasons Why
The foremost' national and local ad-
vertisers use WEVD year after
year to reach the vast
Jewish Market
of Metropolitan New York
I. Top adult programming
2. Strong audience impact
3. Inherent listener loyalty
4. Potential buying power
Send for a copy of
"WHO'S WHO ON WEVD"
HENRY GREENFIELD
Managing Director
WEVD 117-119 West 46th St.,
New York 19
by producers on rerun compensation
from the Screen Writers Guild, but the
anticipation is keen.
5. Service factions, such as the
stagehands union, are expected in due
time to take a leaf out of Petrillo's
handbook and have something to say
about a similar "royalty" arrangement.
As sharp as is the swing toward film,
the networks this fall will still have a
sturdy representation of live half-hour
dramatic shows. (A list of live vs. film
dramatic fare, plus a boxscore is car-
ried on page 20) . Even the most ardent
advocate of film will admit that the
current rush cant be construed as fore-
shadowing the death knell of the live
dramatic program.
Live dramatic programs still make
up almost half of the total of network
shows of the type. It is conceivable
that before the fall season opens un-
foreseen complications may delay plans
of some clients to go film and the total
of live shows will regain its edge over
film. Moreover, as the season pro-
gresses some clients may move back to
a live basis if expected film advantages
turn sour.
Some of the staunchest advocates of
live programing maintain that ratings
will be the deciding factor. They point
out that the current trend to film rep-
resents, in large part, follow-the-leader
thinking based on the success of / Love
Lucy. Therefore, they argue, should
film shows fail to maintain rating su-
premacy over comparable groups of
live shows, the trend may reverse it-
self quickly.
Others among the anti-film faction
regard the lengthening shadow of
unions over the film rerun picture as
the factor most likely to reverse the
trend to film. As detailed above, the
unions have taken the attitude that ex-
tra use of film shows demands extra
compensation. In such a situation there
is always the fear that initial demands
of the unions will turn out to be but
the beginning.
A subject which a few astute agency-
men brought up was the future of the
networks if film becomes the backbone
of programing. These students of the
business wondered whether the net-
works weren't treading on dangerous
ground in backing film. They felt sta-
tions might tend to feel networks were
no longer vital to them if the source of
programing was a film can. * * *
lirlflo
SAN DIEGO'S
TV STATION
4l**t6et<i, CALIF'S.
THIRD MARKET
Wise Buyers Buy
KFMB-TV, AM
TV - CHANNEL - 8, AM - 550 K. C.
KFMB • 5th and Ash, San Diego I, Calif.
John A. Kennedy, Board Chairman
Howard L. Chernoff, Gen. Mgr.
28 JULY 1952
71
NEGRO MARKET
{Continued from page 30)
white counterpart. The 1950 U. S. Cen-
sus lists S3, 135 as the median income
for white families and individuals; for
Negroes, the figure is $1,569. How-
ever, three major trends are at work
here. First, the median increase for
white incomes. 1940-1950, was 146%;
for Negroes it was 192%. Secondly,
the fact that nearly 6.000.000 Negroes
are still "rural" population tended to
pull down the over-all averages for Ne-
gro income. Thirdly, the population
shift is strongly away from rural com-
munities to urban centers. To advertis-
ers, this means that the country's Ne-
gro population is gradually acquiring
better disposable incomes, and is spend-
ing it more and more in urban areas.
3. Employment — The general level
of Negro employment, and job oppor-
tunities for him, are growing better.
********
"Let's aoept the faet that daytime radio
is a hearty, lusty, solid advertising me-
dium. The national bills for daytime
radio are being paid by some of the
sharpest national advertisers in the
countrv."
J. S. STOLZOFF
Account Executive
Foote, Cone & Brlding
********
Of the total civilian labor force of
some 6,000,000 Negroes, better than
91.5% are employed. This compares
closely with the figure for whites, which
runs around 94.7%. Negroes hold all
kinds of jobs, from laborers on up the
line to top professionals. And, between
1940 and 1950, there was a significant
decline in the proportion of Negro
workers engaged in farming and do-
mestic service (41% and 29% less, re-
spectively) with a corresponding in-
crease in the proportion of Negroes em-
ployed in professional, skilled, clerical
and other more profitable occupations.
4. Education — Schooling is a key
factor in raising incomes and the gen-
eral standard of living, and the Negro
gets a better educational opportunity
today than he did a decade ago. In the
past 10 years, school enrollment in the
U. S. as a whole has gone up some
6.1%; for non-whites the rise has been
some 17.2%. By age groups, the sharp-
est increase has been in the 18-24-year-
old category, which for Negroes has
increased nearly 60% while the U. S.
i Pletue turn to page 76)
HERE THE/ ARE I
+
SOUTHERN SALES APPEAL
SOUTHERN SALES APPROACH
In the deep South, the Negro market CAN NOT be overlooked. Negroes
have a tremendous buying power which is steadily increasing. Many areas
in the South have a Negro population far in excess of the white population.
Skillful programming to this vital group keeps em tuned to their favorite —
The Family Station!
Southern farmers are in clover these days, enjoying greatly increased incomes
and they are eager to spend them! Radio is the farmer's chief entertainment,
and we beam selected blocks of musical and informative programs to him.
The mail response proves that The Family Station is first in farmland!
In the heart of the Bible Belt there's a great and influential segment of honest,
hard-working, Cod-fearing Southerners who prefer religious programs ANY day
in the week. The Family Station fills their need for inspirational messages by
scheduling program after program of local preachers, religious groups and
religious music.
THE FAMILY FOUR, in addition to their rich concentrated primary markets
in Ceorgia, Arkansas and Tennessee, deliver tremendous bonus audiences in
the states of South and North Carolina, Florida and Mississippi. With THE
FAMILY FOUR your SSA ; is positively assured.
CALL YOUR NEAREST FORJOE AGENCY
OR
STARS INC. ATLANTA, GEORGIA
72
SPONSOR
THESE STARS
SHINE IN PIXIE
t oo« «*«*
ooo
***"
THE FAMILY FOUR
SELL MORE BECAUSE
THEY GO HOME TO MORE
THAN 5 MILLION SOUTHERNERS
Cross-section of stations which have
programing beamed at Negroes
This is by no means a complete listing. More stations join the total monthly
Proportion of IMegro programing on stations below designated bg code:
7 all Negro programing 2 about half Negro programing 3 substantial Negro programing
Alabama
WBCO Bessemer-
WJLD Bessemer 1
WEDR Birmingham-
WLBS Birmingham'' 1
WHOS Decatur*
WMFT Florence
WKAB Mobile*
WMGY Montgomery-
Arizona
KGPH
Flagstaff*
Arkansas
KVLC Little Rock*
KXLR Little Rock-
California
KGST Fresno*
KWBR Oakland
KWKW Pasadena*
KCSB San Bernardino'*
KWBR Oakland
KOWL Santa Monica*
Colorado
KTLN .... Denver!
KMYR Denver 2
Delaware
WTUX Wilmington
Florida
WNDB Daytona Beach*
WROD Daytona Beach 3
WINX Ho//ywood'
WIVY Jacksonville 2
WOBS Jacksonville
WFEC Miami-
WINZ Miami*
WMIE Miami*
WTNT ..Tallahassee*
WALT Tampa*
WEBC Tampa-*
Georgia
WRFC Athens*
WERD Atlanta^
WBBQ _ Augusta
WGBA .... Columbus*
WEAS Decatur 2
WIBB Macon-
WROM Rome-
WCCP Savannah'*
WJIV Savannah 2
WGOV Valdosta*
Illinois
WEDC Chicago 2
WGES Chicago*
WSBC Chicago*
WTMV East St. Louis*
Indiana
wwca Gory-
Kansas
KJAY Topeka
kwbb .. Wichita-
Kentucky
WKLX Lexington'
WLEX Lexington-
WLOU Louisville*
Louisiana
WIBR Baton Rouge
KAOK Lake Charles 2
KWSL Lake Charles 2
WBOK New Orleans 2
WJMR New Orleans*
WNOE New Orleans
WWEZ New Orleans
KCIJ Shreveport*
KENT Shreveport'
Maryland
WITH Baltimore*
WSID Baltimore*
WWiN _._ Baltimore*
Massachusetts
WBMS Boston*
Michigan
WJLB
Mississippi
WJLB Detroit
WGVM Greenville*
WJXN __ Jackson-
Missouri
KIMO Independence*
KSTL St. Louis
KXLW St. Louis
New Jersey
WMID Atlantic City
WAAT .. Newark
New York
WHOM New York
WLIB New Yorfc-
WWRL New York-
North Carolina
WSKY Asheville*
WGIV Charlotte 2
WGTC Greenvi//e<
WGBG Greensboro*
WTIK Durham*
WFNC Fayetteville*
WJNC Jacksonville
WHIT New Bern*
WRAL Raleigh*
WCEC Rocfey Mount
WCPS Tarboro-
WGNI Wilmington*
WGTM Wilson*
WAAA Winston-Salem*
Ohio
WNOP _.. Cincinnati*
WSAI Cincinnati
WDOK .... .develand-
WSBS Cleveland*
WVKO Columbus
WBBW Youngstown*
Oklahoma
KBYE Oklahoma City-
KTOW Oklahoma City*
KFMJ Tulsa
Pennsylvania
WDAS . Philadelphia*
WHAT Philadelphia*
WHOD Pittsburgh*
WPIT Pittsburgh
South Carolina
WAIM Anderson*
WACA Camden
WPAL Charleston-
WNOK Columbia*
WJMX Florence*
WESC _. Greenvi7/e-
WAKE Greenvii/e^
Tennesee
WDXB Chattanooga*
WMFS Chattanooga-
WOBS Chottonoogo-
Wl BK Knoxville*
WKGN Knoxville*
WDIA Memphis 1
WHBQ Memphis-*
WHHM Memphis*
WSOK Nashville*
Texas
KVET Austin*
KPBX Beaumont*
KTRM Beaumont-
KSKY _ Dallas-
KXOL Fort Worth-
KGBC — Galveston-
KNUZ Houston'
KONO San Antonio*
Virginia
WDVA Danville*
WLOW ..... Norfolk 2
WANT Richmond*
WLEE Richmond*
WXGI Richmond*
Washington, D. C.
WOOK Woshington 1
WUST Woshington 1
WWDC Washington*
West Virginia
WTIP Charleston*
74
SPONSOR
\6uve found if J
: Ulhat?-
Good Luck -and
Good buying action
will be yours with this four leaf clover
in your broadcast schedule. WERD
stimulates sales. And it's the most
economical radio buy in Atlanta.
Remember, there's a lucrative market to
be tapped. It's yours through WERD!
Your luckiest "find" in radio —
WERD t Atlanta! It's your
"direct wire" to Atlanta's great
Negro audience, and to its
vast — but scarcely
tapped — buying power.
Why?-
WERD listeners have confidence in
what they hear on their station— the only
Negro owned and operated radio station
in the U.S. Their confidence shows where
it counts most -at the sales counter,
where they buy the products they
hear about on WERD. Write for WERD's
"Proof of Performance."
RADIO DIVISION
Interstate United Newspapers, Inc.
Represented nationally by
joe uioonon
28 JULY 1952
ATLANTA
1000 WATTS • 860 ON EVERY ATLANTA DIAL
J. B. Blayton, Jr., Gen. M gr
75
NEGRO MARKET
l Continued from page 72)
increase has been about 337c Since
the end of the last war, the number of
Negro youths who have received a high
school or college education has jumped
sharply.
5. Migration — The American Negro
population, many vears ago. was large -
1\ confined to the South, where it rep-
resented a poorly-paid agricultural la-
bor force. Today, huge changes have
been made that are of great importance
to advertisers. Some two-thirds of
American Negroes still live in the
South, but the Negro population be-
low the Mason-Dixon line is declining
in relation to whites. In the Northeast,
Midwest, and Western U. S.. this ratio
is running just the reverse; it's rising.
Negroes are migrating, in a steady-
stream from rural areas to urban areas,
where 617 of them now live. From
farms in the South, they are seeking
better-paying jobs in the big cities of
the South ; and, from cities below the
Mason-Dixon line, they are moving
northward to cities like New York.
Philadelphia. Detroit and Los Angeles.
In the Northeast U. S.. with the excep-
tion of a few areas, Negro population
is growing twice as fast as white pop-
ulation.
6. Home ownership - The home
owner, as any adman knows, is one of
the prime targets for advertising. He
is in effect a "purchasing agent." both
for his family consumption needs and
for the maintenance and improvement
of his home. Today, in urban areas,
one Negro family out of every three
owns its own home, despite the over-
crowded "slum" conditions for Ne-
groes in some cities. Urban Negro
home ownership has increased 1297
since 1940, while white home owner-
ship in urban areas has increased 81 % .
according to the Bureau of Census.
Q. Does the Negro have a stand-
ard of living (and a product con-
sumption) that compares with the
standard of living of U. S. whites?
A. According to all the market re-
search available on the subject, he does
and he doesn't. It's in the variations
from the all-U. S. patterns that adver-
tisers have found a gold mine, or have
wasted their sales efforts.
An expert on Negro media, who has
in extensive background in sociology.
told sponsor:
"The American Negro is immediate-
ly resentful of anything or anyone who
doesn't treat him as an individual or
who treats him unfairly. At the same
time — despite the fact that his average
income is often lower than that of the
average white man — there runs a
strong current feeling that he's just as
good as the average white. But, since
the white man discriminates against
the Negro, the result is a form of 'in-
security neurosis' in which the Negro
tries to prove his equality.
"That sounds pretty fancy, but it
isn't. In terms of what happens in re-
tail stores and dealers, this 'insecurity
neurosis' is pretty important. For in-
stance, Negroes are denied many rec-
reations in many parts of the country
that whites take for granted. I mean
access to theatres, restaurants, night-
clubs, beaches, vacation resorts, travel
facilities and the like.
"As a result. Southern Negroes can
he considered largely as having that
much more money to spend on non-
recreational items. Even in Northern.
Midwestern and Pacific areas where the
discrimination is much less than in the
South, this is true to quite an extent.
"The Negro, therefore, will spend
much more money on food, clothing,
appliances, automobiles and other
items in order to help overcome his 'in-
security neurosis.' The results has been
that Negro standards of living, in many
categories of goods, are a match for
white standards. When matched on an
income level, the Negro standards are
often higher, particularly where it con-
cerns something he can wear, use him-
self or consume personally."
Q. What does the desire on the
part of U. S. Negroes to prove that
they are "just as good as anyone
else" mean to an advertiser?
A. Simply this. The Negro market is
often underrated by advertisers, who
steer their course by Census figures
which show Negro median incomes to
be about half that of white families,
and by a feeling that they reach the
Negro market completely with their
normal advertising expenditures.
But, despite the fact that the Negro
is generally considered as belonging to
a low-income or middle-income group,
his expenditures do not rank as "typi-
cal" of this class. He has had so much
shoddy merchandise and second-rate
stuff passed off on him in the past that
he demands only the best of nationally-
advertised and Negro-media-advertised
brands today. Frequently, he will do
without certain "white" luxuries (trav-
el, nightclubbing. etc. I in order to ac-
quire other more practical luxuries that
make him feel "equal."
For instance, take the case of the
cars made by the Buick division of
General Motors. Buicks are, generally
speaking, a car that is bought by mid-
dle-income and upper-middle class fam-
ilies. But, a survey among 31 Buick
dealers not long ago revealed these re-
sults. Some $3,092,460 worth of Buicks
— at an average retail price of $2,600
- — were sold to Negroes, representing
11.4% of the total new-car sales of
these 31 dealers during a five-month
period. (Negroes are about 10% of
the total U. S. poulation.) This is one
of many clear-cut indications that Ne-
groes buy expensive durable-goods
items out of proportion to their over-
all income status, and in a pattern
which closely resembles the consumer
spending of whites earning higher in-
comes.
Incidentally, in Negro families whose
incomes are $5,000 a year and over
recently some 27% of all Negro auto
purchases were made. But. in Negro
families in the $2.000-$3,000 bracket,
some 22% of the purchases were made,
indicating a considerable "holding up"
of purchasing power even in the lower
groups, according to Bureau of Cen-
sus figures.
Q. Why should advertisers make
a special effort to reach the Ne-
gro market through Negro-appeal
media?
A. Just as advertisers have many mis-
conceptions surrounding the buying
power of 15,000,000 U. S. Negroes,
they are often deluded by what seem
to be "normal" results in this market
with the non-Negro advertising media.
Since Negroes often buy anything
from baby food to Buicks out of all
proportion to their apparent economic
levels, many advertisers often feel they
are getting full coverage in the Negro
market with non-Negro media just be-
cause the results are comparative with
those of low-income and middle-income
white families.
What's actually happening in most
cases is that Negroes are being reached
to a lesser degree than the advertiser
thinks, through his regular media ad-
vertising. But. those who are reached
76
SPONSOR
"
Buying in Pittsburgh?
STREMGTHE
youi sales penetration with Ini MM%jM}
the station of nations!
WHOD — 250m; — 860 on every Pittsburgh dial — beams programs to
Negro'" — Slovak — Jewish — Italian — Greek — Arabic — Croatian —
Polish — Hungarian — Lithuanian
You've a surprise in store, if you haven't yet sold your product
through WHOD. The Pittsburgh market is a most lucrative one, and
the topography of the area is such that radio continues to be the
major and most powerful selling medium. WHOD delivers beyond expectations!
Write for WHOD Sales Case Histories and latest Pulse report.
Here's the basic story on WHOD Negro programming—
"Mary Dee and
Mai Goodc
doing their
wake-up show"
Represented nationally by
JOE WOOTTON
Radio Division
Interstate United Newspapers, Inc.
Radio Center, Homestead, Pa.
Leonard Walk, Program Director
Roy Ferree, General Manager
Pittsburgh's only station with a considerable block
of time devoted to Negro programming — four
hours daily. An all-Negro staff, including talent,
sales and office personnel, handles the Negro
programming.
penetrates and sells the rich Pittsburgh Negro
Market — 60,000 spending families. Their buying
income — $86,894,350. 1952 marks the fourth
anniversary of WHOD's public service activity.
Listeners show their appreciation for these "com-
munity" announcements at sales counters.
its sales promotion activity is so great that station
personalities spend as much time in stores, making
personal appearances, as in the studio. Listeners
accept their product recommendations as "gospel."
buy proportionate!) more, thus balanc-
ing the picture.
But. advertisers who have taken the
extra step into Negro-appeal media can
tell a different story. Results of air ad-
vertising designed specifically for Ne-
gro ears, and in the 150-odd Negro
newspapers and publications which
reach over 3.000.000 Negro readers
each week, have shown that the intense
loyalt) to these media pays off in sales.
If an advertiser is wise and skillful
in his use of Negro-appeal media, par-
ticularly air advertising, he is likely to
reap a reward that is entirely out of
proportion to what he might expert.
He is no longer merelj adding a sort
of "supplemental" coverage to his reg-
ular advertising. He is reaching a mar-
ket which, more and more, looks to its
own media for news and entertainment,
and to the advertising in this media
for goods on which to spend a $15.-
I II K 1,1 )( )( ).( II II ) annually income. * * *
RADIO FACTS
{Continued from page 33 I
half-hour weekly disk jockey show and
has since boosted the total to 22 hours
per week, reported as follows to spon-
sor: "There are approximately 65.000
Negroes in Charleston County, and
with our clear-channel coverage 1 1.000
watts on 730 k.c. ) we figure about
300.000 in our primary area, with
about 85'a having radios."
Montgomery, Ala. - Tom Sewell.
general manager of Montgomery's
WMGY. made his own checkup recent-
l\ on his Negro audience, stating:
"Montgomery County is about 43*/r
Negro, with a population of 140.000.
In the Negro homes I have visited, both
urban and rural, 75% or more have
radios in their homes, and are loyal
listeners to the programs beamed at
them."
Louisville, ky. — According to U. S.
Census figures, there are about 80.000
Negroes in the metropolitan area of
Louisville, with a buying power of
some $70,000,000. Some 37$ of the
30.000 Negro families own their own
homes. Station WLOU reported to
SPONSOR that radio saturation here was
about 78.5' i .
idanta, Ga— In a special study con-
ducted for \\ I.HI). a pioneer station in
Negro programing. Atlanta Universitj
reported that "there are 1.8 radios per
IVearo home in the Atlanta area." Ac-
cording to U. S. Census figures, there
are nearly 175,000 Negroes and some
50.000 Negro families in Atlanta, with
a total annual purchasing power of
over $100,000,000.
Neiv Orleans — Independent station
WBOK estimates that there are 208.000
Negroes in New Orleans, and some
500.000 in its listening area. The sta-
tion was the 10th station to come on
the air in New Orleans when it bowed
on in February 1951. Since then, it
has made a marked success as an "in-
tegrated" I i.e.. part Negro, part white
programing I station, estimates that to-
day some 86.4$ of New Orleans fam-
ilies own radios.
Q. Is there any "rule of thumb" in
determining how many Negro
homes in an area serviced by a Ne-
gro-appeal station have radios?
A. On the basis of the individual sta-
tion surveys listed above, and in dis-
cussions with station reps, agencymen.
media representatives and others. SPON-
SOR suggests the following as a rough
guide to estimating Negro radio owner-
ship:
1. In cities above the Mason-Dixon
line, and in the Midwest and Pacific
regions, radio set saturation will be be-
tween 90$ and 98% of the Negro
homes in the area. It's best, however,
to check further with stations and rep-
resentatives for individual market sta-
tistics and for the exact percentages for
specific areas.
2. In cities below the Mason-Dixon
line, throughout the South and South-
east, radio set saturation is less, run-
ning around 75$ to 85$ as an aver-
age, with jumps into the high 90's for
the principal metropolitan areas.
Again, check closely for individual
markets, as the figures may vary.
Q. Are stations with Negro pro-
graming network affiliates, or in-
dependent outlets?
A. Station reps estimate that more
than nine out of 10 Negro-appeal sta-
tions are independents, with a good
percentage of them having come on the
air since the end of World War II.
Networks, and network outlets, have
not bothered to any great extent with
the Negro market, preferring to devel-
op a "general family" pattern of listen-
ing. Independent stations, on the other
hand, have often built their successes
on programing to fractional audiences
with foreign language, music-and-news,
sports, and other "specialized appeal"
types of programing.
The independent station, therefore,
that airs a sizable amount of Negro-
appeal programing is just another ex-
ample of the non-network station that
is building its listening by programing
directly at a fraction of the total listen-
ing audience.
Q. Is television a factor in reach-
ing the Negro market?
A. It goes without saying that Negro
families own and enjoy TV sets, par-
ticularly since the trend in the U. S.
Negro population has been toward met-
ropolitan centers, where 61$ of them
now live.
Due to the large amount of in-home
entertaining that is done in urban Ne-
gro families, there is a corresponding
interest in TV as one of the forms of
home entertainment, primarily during
evening hours.
Purchases of TV sets by Negroes va-
ries with income, but there has been
considerable activity in set sales to Ne-
groes in the low r and middle-income
brackets. Even in 1949, when a 10-
inch table model set would bring $295
at retail, some 56% of the TV sets
bought by Negroes went into homes
where the family income was in the
$2,000-$5,000 a year bracket, accord-
ing to a survey made by the Federal
Reserve System. Today, with set prices
considerably below the 1949 levels,
even the below-$2,000-a-year homes are
beginning to fill up with TV. A spon-
sor estimate of TV-equipped Negro
homes would be about 850.000 in the
U. S.
However, no major TV outlet has,
at the time sponsor went to press, de-
cided that the time has arrived to start
programing to the Negro as a "frac-
tional audience." Some of the TV sta-
tions in the largest video areas, such as
New York. Chicago and Los Angeles,
are talking about it, but nothing much
has happened.
Until there's a real competition for
TV audiences, and until more indepen-
dent, non-network-afliliated TV stations
emerge, there's not likely to be much
in the way of special Negro-appeal vid-
eo fare.
Q. Does the major appeal of Ne-
78
SPONSOR
gro-programed stations lie in using
Negro talent?
A. Not necessarily, although the ma-
jority of Negro-appeal performers who
have found radio success are them-
selves Negroes. Several stations pro-
graming to the Negro market, like De-
catur's WEAS and Savannah's WJIV,
use white d.j.'s on their Negro disk
shows with good results.
The secret of success lies in some-
thing else entirely. As Bert Ferguson,
manager of WDIA, Memphis, put it to
sponsor:
"First of all, we have entertainers
on the air who are showmen. Second-
ly, we have put ourselves at the dis-
posal of the Negro community in every
way we could think of. The lack of
this approach will cause the weakness
or failure of many an operator who
thinks that the key to the mint in the
Negro market is a few blues and gospel
records, and a Negro face at the mike."'
Q. How does the amount of radio
listening done in a Negro family
compare with the amount done on
an over-all basis?
A. Since many avenues of entertain-
ment are restricted or closed to Ne-
groes, much more in-home entertain-
ing is done, and the Negro home is
usually a greater center of leisure time
activities than the over-all U. S. av-
erage.
A typical clue to the effect of this
on radio was furnished to sponsor by
WDIA, Memphis, in whose coverage
area 42.2' r of the people are Negroes.
Reported the station:
"In a special survey just completed,
the results show that 93% of the Ne-
gro homes in Memphis have a radio.
And, 30% of these families owning
radio have two or more sets.
"Radio listening is an important part
of the Negro family's day, twice as
high as the over-all average shown by
Hooper. The December 1951 through
April 1952 Hooper shows average tune-
ins to be 14.9% . whereas Negro listen-
ing averages 32%."
Just what this means to an advertiser
in terms of dollars and cents can per-
haps be judged by a few economic facts
which relate to the following case. In
Memphis, and in the 20 counties of the
WDIA area, there are some 439,266
Negroes, according to the last census.
They have, says the station, a total ef-
fective buying income in excess of
$300,000,000 annually. And. although
MIDDLE
TENNESSEE'S
RADIO VOICE
100% NEGRO PROGRAMMING!
100% NEGRO PERSONALITIES!
MR. ADVERTISER: Would you be satisfied if you knew
one of your salesmen was only making a 70% effort to-
ward completing a sale? If you're overlooking the NEGRO
segment of the city of Nashvilie's population, you're
neglecting 30% of your prospects!
The only sure way of making a 100% sales effort in
Nashville is through the use of NEGRO RADIO 1
NEGRO RADIO in Middle Tennessee is WSOK'
WSOK is the station that began broadcasting December
14, 1951 and ranks THIRD 1 ', month-by-month in the
C. E. Hooper total rated share of audience time periods,
January through April, 1952.
When you compare rates and Hooperatings with the ether
leading Nashville stations, you'll be convinced that WSOK
is your best radio buy in Middle Tennessee.
Over 110,000 NEGROES live and buy in the WSOK 0.1
MV listening area.
Forjoe men have fact sheets on this top station and
market!
* Indicating a large segment of White listeners also.
^EE32-
REPS
NASHVILLE, TENNESSEE
FORJOE & CO. . . . DORA-CLAYTON (Southeast)
28 JULY 1952
79
^ TOP RATED
* NEGRO
/ DISC JOCKEYS
ON W#£
These two Negro disc jockeys,
each with a style of his own, have
captured the listeners in New
Orleans. They are the most lis-
tened to according to Hooper, ac-
cording to personal survey and
according to results.
HIGHEST RATED
For 16 consecutive quarter hours
these Negro disc jockeys lead the
field in New Orleans over all other
disc jockeys. Consistently for 18
months "Okey Dokey" has wowed
the radio listeners with his jazz,
jive and knocked out race music.
"Honeyboy" has done likewise with
his spiritual programs.
ON HIGHEST
RATED STATION
WBOK is the leader. It carries
more national advertising than all
other six independents combined.
It carries more local advertising
than any two other independent
stations. For results, WBOK is first
in New Orleans among all inde-
pendents.
Write for information and proof.
Represented by Forjoe and Company
29 West 57th Street, New York
y**ok
80
NEW ORLEANS, LOUISIANA
they represent 42.2% of the total pop-
ulation in the WDIA area, they account
for some 39% of the department store
sales and over 50% of the food and
drug purchases.
The relationship between the high
listening and extreme loyalty of Negro
families to Negro-appeal stations, and
the excellent sales results of advertis-
ers who have used this growing medi-
um is far from accidental. And, with
the amount of Negro-appeal program-
ing on the increase advertisers can
no longer overlook it in their air ad-
vertising plans.
Q. From the standpoint of the spot
advertiser who may be thinking of
building a series of Negro-appeal
programs, either live or custom-
transcribed, what are the main
Negro talent and program prefer-
ences?
A. Learning what Negro listeners want
has largely been a matter of trial and
error for most stations. However, based
on the findings of sponsor's study of
Negro-appeal stations, the following
pattern has emerged:
1. Negro listeners tune to a particu-
lar station primarily for entertainment
they feel is slanted at them. For the
most part, this will consist of a disk
jockey with a strong sense of show-
manship, and a loyal Negro following,
who spins platters that feature Ne-
gro artists most of the time, and white
artists some of the time. This may be
50% or more of the total Negro-appeal
programing.
2. A deeply religious race, Negroes
look to radio stations for broadcasts
of a spiritual nature. Most often these
consist of live pickups from churches
(often, 70% of the Negroes in a city
will be church-goers) or special pro-
grams (live or transcribed) of re-
ligious music.
3. Since few stations with a "gener-
al" program formula go out of their
way to air news of special interest to
Negroes, much of the success of Ne-
gro-appeal stations is based on their
coverage of news, special events, com-
munity events, sports events, charity
drives and so forth that concern the
Negro community. Such programing
is nearly always local in origin, al-
though there is room for a certain
amount of such programing that tries
to be "national" in scope.
4. In general, Negro listeners seem
to prefer local personalities and record-
ed artists of their own race, although
there are notable exceptions here and
there. As Norman Stewart, commercial
manager of Nashville's WSOK, stated
recently to sponsor:
"The only difference in the operation
of WSOK and a predominantly white
station is in the programing and the
personalities. The Nashville Negro au-
dience is aware of the fact that every
voice they hear on this station is that
of a Negro. This makes them have con-
fidence in the commercials they hear,
and is a tremendous influencing factor
in the sale of products and services ad-
vertised on this station."
Q. Are there any specific studies
of local Negro programing prefer-
ences?
A. As mentioned above, most stations
have discovered their own program for-
mula largely by "feel."
However, a few stations have made
their own special studies of local Ne-
gro programing preferences. One of
the more interesting reports in this
field came to SPONSOR from Chattanoo-
ga's WMFS, a Negro-appeal station
that has done a top job of integrating
itself with the local Negro community.
WMFS commissioned Howard High
School, a Negro school, to make a lis-
tening study in January of this year. A
total of 1,369 personal interviews were
made among the 70,000 Negroes in
Chattanooga. This was how they listed
their program preferences:
Of the total, 36% indicated as their
first choice "Negro artists," which cov-
ered both music and news; 24% chose
"religious music"; 22% voted for
"popular music regardless of the race
of the artists"; 10% chose "religious
programs"; 6% indicated "classical
music"; 1% voted for "hillbilly mu-
sic"; and the remaining 1% for "other
programs."
Although this study represents pro-
gram preferences in only one Southern
area, sponsor believes, on the basis of
what both Northern and Southern Ne-
gro-appeal stations have found success-
ful, that this is a rough index of over-
all preferences.
Q. What can an advertiser using
Negro-appeal radio expect in the
way of radio research?
A. Since Negro-appeal radio exists
side-by-side with the older forms of
spot radio, an advertiser aiming some
SPONSOR
of his air advertising directly at the
Negro market will find that part of it
is measured in the regular rating serv-
ices.
For a specific city, he can find out
how his program rates on a "general"
hasis in all homes (white and Negro)
simply by looking at local Pulse or
Hooper figures. Often, stations with
Negro-appeal programs stack up well
in the broad picture of broadcasting.
WERD, for example, proudly states
that it has "consistently ranked with
the top 50 r /r of Atlanta stations in
Hooper-rated audience." WBOK, thanks
to the blend of Negro and white pro-
graming it serves up to its New Or-
leans audience, states that "for months
WBOK has been the number-one sta-
tion in the morning and afternoon
among all six other independents. In
the April audience index (Hooper)
WBOK is fourth in the morning and
third in the afternoon among all 11
stations."
How an advertiser who uses Negro-
appeal programing is doing in Negro
homes only is something else. Although
radio saturation is relatively high
among Negroes in the South, tele-
phones are scarce, and are in only 25
to 35% of Negro homes, making Hoop-
er checks difficult. Some stations do
their own checkups, with such surpris-
ing results as the WNOP, Newport,
Ky., survey which showed that "over
85% of the Negroes in this area listen
to our station as often as they can."
More specific research in this field
is being done, however. Pulse and
Advertest have checked Negro listen-
ing in Negro homes, and Pulse expects
to step up its activities. Many stations,
particularly those in large metropolitan
areas like New York and Chicago that
have large Negro populations, are com-
missioning their own listening studies
through the regular research services,
or through Negro schools and colleges
in the area.
Advertisers can get a lot of answers
to their normal research questions to-
day; in the near future, they'll get even
more.
Q. Is station merchandising a ma-
jor factor in Negro-appeal radio?
A. Yes. Thanks to the fact that the
average Negro-appeal outlet partici-
pates actively and intensively in all
phases of social, charitable, business
and religious life in the Negro commu-
nity, merchandising is easy and obvi-
ous for most of them.
Stations like WHOD, Homestead;
WERD, Atlanta; WEAS, Decatur;
WDIA, Memphis; WWRL and WLIB,
New York; WBOK, New Orleans, and
many others do an outstanding job of
merchandising which — relatively speak-
ing — often runs rings around general
stations, and draws comparable sales
results for advertisers.
Stores in Negro areas, particularly
the drug and food chains, have long
been neglected in lining up merchan-
dising stunts and displays, and most
of them react eagerly to it, especially
since it's a proven business-getter. Ad-
vertisers frequently find that Negro-ap-
peal stations have arranged special fea-
turing, displays, window set-ups and
the like when a campaign be; in* I"
roll.
In addition, the merchandising b)
Negro-appeal outlds lias a very per-
sonal touch. Part of the standard mer-
chandising routines of such stations in-
clude visits by Ne<rn> disk jockeys and
performers to retail stores (well-
plugged on the air) where nationalb-
advertised products are given the "per-
of*te„
f* Aro Still Ucina
Are Still Using
WEDR
1000
Watts
28 JULY 1952
America's First All-Negro Station
To Sell
250,000 Mqnes
Spending $150,000,000
Annually in Birmingham
There's no doubt about it — WEDR is your best buy
to sell the vast Negro market of Birmingham, Ala.
All-Negro staff and talent! 100% Negro pro-
gramming! Aggressive merchandising!
JOSEPH HERSHEY McGILLVRA, INC. • NATIONAL REPRESENTATIVES
81
the only stalion with
ALL-NEGRO
programming in the
state of Kentucky!
• LOU belongs to Louisville's 160.000
(plus) Negroes, for it's the only station
programming exclusively to them with
top Ncpro personalities.
• LOU's audience buys ! Louisville's av-
erage Netrro family income is almost
$2800 yearly ... a virtually untapped
market for smart advertisers.
• ASK FOR LOU ! It's a strong and wel-
come entre to Louisville's $52 million
dollar Negro market. Ask for LOU . . .
today !
2S49 SOUTH THIRD STREET
LOUISVILLE. KY. C A. 3E80
National Renre.<-ntativc :
Forjw & Co.
Southern R»-pr«*s«-ntative :
Dora Clayton Agency
sonal endorsement" treatment by the
performer. Often, the station person-
ality turns salesman, and stages public
demonstrations of the product. So well
has this worked that many Negro radio
performers are featured in the local-
level printed media advertising of spon-
sors who are selling to the Negro mar-
ket.
Negro-appeal stations carry their
merchandising activities right through
with an advertiser's campaign. Before
it starts most of them are busy inform-
ing grocers and druggists and retailers
that the campaign is coming. When it's
lolling, they try every means possible
— from personal appearances to bath-
ing beauty contests, and from window
displays to the opening of new outlets
— to carry through the air advertising
to point-of-purchasp.
Q. Is the amount of Negro-appeal
radio on the increase?
A. Definitely. In a stud\ conducted
by SPONSOR among those U. S. stations
who aim part or all of their program-
ing at the Negro market, this fact was
established clearly. Replies came from
nearl\ 30' '< of all such stations in the
country.
No station reported that it was do-
ing less in the way of Negro-appeal
programing than it had been doing in
the past couple of years. All of them
reported either the same amount, or an
increased amount. Most marked up-
swing was among those stations in ma-
jor metropolitan centers, both in the
South and in the North, that aim part
of their programing at Negroes, and
part at white listeners.
It's interesting to note that in at least
70% of the markets from which Ne-
gro-appeal stations reported, there are
one or more TV stations. Oddly
enough, video seems to have little ef-
fect on the growing amount and grow-
ing loyalty to programing designed for
Negro listeners — one good reason why
there is a general upbeat in this field.
A few years ago. very little was
known of the techniques and results of
programing to Negroes. Today, due to
everything from word-of-mouth to ar-
ticles in sponsor, many independent
stations who are not now airing Negro-
appeal programing are considering
adding it to their program fare. There-
fore you're likely to see a steady growth
in the number of outlets aiming at the
Negro until every major Negro mar-
ket in the U. S. is covered by radio.
|iiiiiiiiiiiiiiiiiiii!iiii:iiii;iiiijiii:i::iiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiy
promo-gram
I station of 1
| Charlotte |
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiH
WGIV ... is the FIRST and
ONLY Charlotte Station with
Negro air personalities.
WGIV . . . only five years old
. . . has consistently led with
new ideas.
WGIV . . . reaches over
206,000 Negroes, 46,000 of
which live in Charlotte's City
limits.
WGIV . . . has three top-
drawer Negro personalities
GENIAL GENE, CHATTY
HATTY, and GOLDEN BOY
GORDON.
WGIV . . . adds the tremen-
dous bonus of promo-gram-
ming with its white personali-
ties . . . Minuteman Dehlin,
Fido Myers, Cousin Hank
Grad, Johnny Surratt, Pa-
tricia Phoenix, and Moosic-
man Friar ... to bring vou
Charlotte's ONLY THREE-
THIRDS station.
WGIV ... is PULSE-ating.
Ask Forjoe to show vou latest
PULSE!
For availabilities call 5-4829.
Charlotte, N. C, or ask your
Forjoe Man.
iii!!!iiiiiiiiii!iiii!iiiiiiiii!iiii:!iii:!iii::i!iiiiii:iiiiim
"Charlotte's \
choice is the |
musical voice '
82
SPONSOR
Q. Will there ever be a "Negro-
appeal network?"
A. It's not beyond possibility. In the
near future, there may well be special
regional hookups of Negro-appeal in-
dependent stations formed to handle
Negro sports events, entertainment pro-
grams, news events and the like. This,
however, is still very much in the crys-
tal ball stajje.
Q. What station rep firms make a
specialty of representing Negro-
appeal outlets?
A. The list of station reps who allocate
all or part of their time in lining up
advertisers for Negro-appeal radio out-
lets is growing, since many a "general
programing" independent station is
adding Negro programing.
The following firms are generally
felt to be outstanding for their work in
developing Negro-appeal programs, or
in representing the stations who air
them. Altogether, the Negro-appeal
stations represented by this group
leach potentially about 75 % of the na-
tion's Negro homes. The order in
which they are here listed is alphabeti-
cal.
1. Dora-Clayton Agency, 405 Mort-
gage Guarantee Bldg.. Atlanta 3, Ga.
Telephone is Alpine 1241. Operated by
Dora C. Cosse and Clayton J. Cosse.
Primarily represents stations in the
Southeastern U.S., both white and
Negro-appeal. Works in conjunction
with Forjoe & Company, Inc.. as that
firm's Southeast office.
2. Forjoe & Company, Inc., 29
West 57th St., New York City. Tele-
phone is Plaza 5-8501. President is
Joseph Bloom. Primarily a general
rep. Forjoe also handles many Negro-
appeal and part-Negro-appeal outlets
throughout the U.S. Has offices in Chi-
cago. San Francisco, Los Angeles, At-
lanta.
3. Interstate United Newspapers,
545 Fifth Avenue, New York City. Tel-
ephone is Murray Hill 2-5452. Direc-
tor of the Radio Division is Joe Woot-
ton. Firm also represents 152 Negro
newspapers in about 40 major mar-
kets. Radio outlets represented total
about 25. and either are entirely Ne-
gro-appeal or largely Negro-appeal.
Maintains offices in Chicago. Detroit.
Los Angeles.
4. John E. Pearson Company. 250
Park Avenue. New York City. Tele-
phone is Plaza 8-2255. Firm is pri-
marily a general rep, but handles a few
1000 WATTS
PAL
"Many thanks to SPONSOR for this informative and
instructive edition on the negro market and radio.
"We are proud and happy that we are one of the stations
in the country which very early recognized the tremendous
importance of our negro citizens, and that we have been
serving them with listenable programs for over three
years now.
"Rob Nichols' "Blues 'n' Boogie", "Jive Parade", and
"Harlemoods", and Emmet t Lampkin's "In the Garden"
and "In the Garden Vespers" are living, working proof
that there is a strong demand — yes, in the south, too
— for intelligent, entertaining programming to the
negro audience.
"The Hooper figures bear this out. Emmett Lamp-
kin's programs are the highest-rated local personality
shows in the market. Results bear this out, too!
Satisfied sponsors who have been on these programs
for years and years.
"You can experience the same quick results, and
happy business association, by reaching the southern
east coast negro market (some 300,000 in our cov-
?rage area) by advertising on WPAL."
Reach—Sell
300,000 NEGROES
in Los Angeles and Southern California
USE JOE ADAMS, the West's first and foremost
NEGRO D. J. on !/A|lf| 5000 watts
Represented by
GEORGE W. CLARK
CHICAGO — NEW YORK
I
CLEAR CHANNEL
SANTA MONICA, CALIFORNIA
DORA CLAYTON
ATLANTA, GA.
28 JULY 1952
83
EMS
New York's No. 1
Station for America's
No. 1 Negro Market
Dr. Jire
One of WWRL's
sales-producing
personalities
WWRL has a larger audi-
ence in the 1,001,371 New
York Negro Market than
any other station — network
or independent — according
to Pulse Reports.
WWRL moves merchandise
FAST . . . that's why more
and more national advertis-
ers are using WWRL's 8
great Negro audience shows
to outsell all competition
They include:
Camel Cigarettes
Quaker Corn Meal
Aunt jemima Flour
Scott's Emulsion
Knickerbocker Beer
BC Headache Powders
Carolina Rice
Feenamint
Lydia Pinkham
Manischewitz Wine
Discover today how WWRL's specially
designed programs plus sales-
creating station merchandising can
produce greater sales for you in New
York's one million Negro market —
at a cost of 12c per thousand listeners.
Remember, New York's Negro
population exceeds the enti-e popula-
tion^ of Pittsburgh, Boston, St. Louis or
San Francisco.
Pulse Reports on request.
NEwtown 9-3300
in New York City
at 5,090 Watts
BTO1
Negro-appeal stations, notably WDIA.
Offices in five cities besides New York,
including Chicago, Dallas. Minneapo-
lis. Los Angeles and San Francisco.
5. Preferred Negro Markets, 29 W.
57th St., New York City. Telephone
is Plaza 3-1378. A relative newcomer
to the field, this firm makes a specialty
of representing Negro-appeal stations,
many of which also program for white
audiences. Expansion, more offices are
planned. * * *
m
NEGRO RESULTS
(Continued from page 39)
of a gift certificate for identifying a
mystery tune. Many of the names re-
ceived were later converted by a Ray-
theon TV dealer into sales.
Supermarket — An unsolicited letter
from Safeway Stores says: "Since using
WLIB we have enjoyed such splendid
sales increases in our locations cater-
ing to the Negro sections, we wanted to
express our thanks for service well
done. On occasion we have requested
that we wanted stores to be given em-
phasis by means of address mention.
In each instance sales in these locations
have reflected the emphasis bv virtue
of high volume of sales on the items
mentioned on your station. Then. too.
when we have used WLIB to promote
a new opening we have needed police
protection to direct the heavy traffic."
BBomvsi&ad-, Pei.
Tailor shop — For 22 years J. Ed-
ward Trower operated a single clean-
ing shop in Pittsburgh's Hill District.
Then, in 1948, he picked up the spon-
sorship of Todays Calendar, a five-
minute daily roundup of club, social
and church news narrated by Mary
Dee. This account of the activities of
the Negro community soon had hun-
dreds of listeners sending in announce-
ments and news items. Negro organ-
izations were offered their first oppor-
tunity to use a program designed ex-
clusively for them.
The response, in terms of sales, were
significant. In order to show their ap-
preciation . whole clubs and church
groups "took their clothes to Trowers."
A second store was opened in 1949, a
third in 1950 and this June WHOD did
a remote broadcast from the fourth
Trower Tailoring store to celebrate its
opening. Trower's sole sustained ad-
vertising during this period was this
one radio program.
Station Managers!
Can You Pick A Winner?
(And Do You ^eed A Salesman?)
Most of us are in the dark
when it comes to picking a
winning horse, including the
touters who make the track
their business. To a certain
extent you depend on per-
formance from past races or
by jockey statistics, but the
odds are still in favor of the
pari-mutuel windows. Picking
a winner in salesmanship isn't
as ambiguous. While you still
rely on past performance, the
statistics are greater. You can
judge ambition, integrity,
character, and the know how
of delivery plus the creative
ability of your lifeline to the
buyer. With all these extra
advantages though, how many
times do you lose? If you
could put all these facts on a
horse's nose, and it would help
put him across the finish
line, the racing commission
wouldn't exist until another
sunrise.
Here is an offer to radio
and television managers who
would like to have a winner
on their sales staff. He is
capable of winning all handi-
caps, but he needs a bettor.
He is chock full of confidence
that selling is his forte. If
your message needs the most
effective selling you can find
as a vehicle, won't you please
arrange for an appointment.
BOX 7A, SPONSOR
510 MADISON AVENUE
NEW YORK 22, N. Y.
84
SPONSOR
WBOK, Netv Orleans
Automobiles — "Ten new Studebak-
ers sold in five days from a spot cam-
paign." (Westbank Auto Sales)
Photo studio ■ — "2,000 replies by
phone and mail in one week, with a
complete sell-out of our facilities."
(Lincoln Photo Studio)
Sewing machines— "$100,000 worth
of sewing machine sales during my first
year for an expenditure of $3,500 on
WBOK." (Dixie Sewing Dealers I
WEAS, Decatur, Ga.
Mail pull — Station reports an aver-
age of 350 mail requests per day for
records on their morning Negro block,
almost 225 a day for their afternoon
session. This is purely request mail,
and not a hoked-up gimmick deal to
increase mail-pull figures.
WLOU, Louisville
Beer — Oertels beer started a cam-
paign the day this station went on the
air. They report that their sales have
steadily increased until they now have
65% of the Negro market in the area
despite competition from two other
prominent local beers.
Mens clothing — Moskins Clothiers
gives complete credit to the station for
a 40% sales increase.
WSOK, Nashville
Refrigerators — An appliance dealer
reports selling 42 used electric refrig-
erators in one day as a result of nine
half-minute announcements.
Electrical repair shop — This store
showed a 66% increase in volume as a
result of a month's campaign of one
announcement daily.
Cosmetics — This manufacturer in-
creased his volume of sales 600% in
April of this year over April of last
year as a result of a heavy spot and
program campaign over WSOK.
WEDR, Birmingham
Laundry starch — A local company
claims to have gone from 1% of the
total starch sales in this area to 11 %
within a year's time on this station.
Electrical appliances — A Birming-
ham dealer phoned the station to say
that he traced over $5,000 in appliance
sales during one weekend to WEDR
spot campaign.
Piano course — In spite of a four-
week steel strike which had a telling
effect on the community's buying
power, a disk jockey on this station
took orders for piano courses from
250 customers.
Where Can You Buy
Average Ratings of
Right now you're looking at the home of College Radio — "campus-
limited" stations managed and operated by students for students. Sixty-
one college radio stations make up the Intercollegiate Broadcasting
System. These stations offer not only a great educational opportunity
for the undergraduates, but also an unexcelled medium for the adver-
tiser to reach the college student.
Wfteit you sell a college student, tjou're got a lifetime
customer! There are 6,000,000 college graduates living today, and
the college halls embrace 2,000,000 undergraduates. The college market
is the best "heeled" and certainly the most influential group in the
country today.
The time to influence this group is when they are in college. If it is a
product you are selling, remember brand preferences formed in these
years may very well be lasting! If you have an institutional message,
present it while they are in college!
College years are the years for assimilating knowledge and ideas. It
is a time of preparation for life. It is a formative period. Form their
buying habits — for your product — while they're in college!
You buy average ratings of 24.0! The most effective way
of reaching and selling the college student is through his or her own
college radio station. Like pep rallies and proms, campus broadcasting
is an integral part of college life.
Proof of this rests in the fact that recent audience surveys show that the
average time period on a college station enjoys a rating of 24.0. Add to
this consistently high rating the intense loyalty of the listeners, and
you know you have an advertising medium magna cum laude!
You can buy any of the 61 IBS affiliates individually or as a group.
For complete market data and information regarding IBS facilities,
programs, coverage and rates, contact the IBS representative.
Intercollegiate Broadcasting System
The Thomas F. Clark Co., Inc.
205 East 42nd Street, New York 17, New York
35 E. Wacker Drive Chicago, Illinois
3049 E. Grand Blvd. Detroit, Michigan
28 JULY 1952
85
THE YRE ALL ON
WMRY ■ ■ ■ ^
NEW ORLEANS TOP
INDEPENDENT STATION*
* SEE PULSE OF NEW ORLEANS
Programmed for Negroes,
by Negroes
Morf Silverman — Gen. Mgr.
John E. Pearson Co. — Nat'l. Rep.
NOW HEARD BY MORE PEOPLE
IN THE COMMUNITY THAN
ANY OTHER STATION-
WLIB
1 190 KC • 1000 Watts
THE ONLY STATION WITH
STUDIOS IN HARLEM
Most complete coverage in New York
57 HOURS OF
SPECIAL PROGRAMS
featuring an outstanding
roster of Negro talent
JOE BOSTIC PHIL GORDON
LARRY FULIER NIPSEY RUSSELL
RUTH ELLINGTON JAMES
NEW: Walter White Show starring
Exec. Secy of NAACP now
syndicated in major cities.
"Pulse. May 1952
WLIB
207 East 30 Street, N. Y. 16, N. Y.
W'JIV, Savannah, fia.
Mail orders — This station has a con-
tinuing test of its strength via mail
order items, averages 15,000 pieces of
mail per month. During a 60-day pe-
riod it pulled orders for 2,476 relig-
ious motif plastic tablecloths at $2.95
each; 515 Charm Cards at $1.50 each;
833 Bible Answer Books; 450 replicas
of Rudolph The Red Nosed Reindeer.
WIWRY, JVen« Orleans
Real Estate— "The Sepia Station"
got the nod for selling 40 homes via
46 announcements.
Drug store — Prescription business
up 300% in month as result of an an-
nouncement campaign.
WWCA, Gary
Home equipment — Local concern re-
ports 500 direct leads per week as after-
math of two quarter-hour sessions
daily on this station.
Chicken farm — Realtor sold a $7,-
000 farm on the basis of three 100-
word announcements.
WPAL, Charleston
Varied advertisers — Highly signifi-
cant is this station's record: 97% of
the accounts which started out with
this station four years ago are still with
it. and all Negro programs are sold
out.
KOMI.. Santa Monica
Beer — Maier Brew moved from
seventh place in beer sales in the Los
Angeles area to first position with Ne-
groes within a period of 18 months
during which they used the Joe Adams
show on KOWL.
Talent contest — Station received re-
assurance of high listenership during
a recent talent contest. Over 7,000
telephone calls voting for talent con-
testants were registered in one after-
noon.
These are only a sampling of the
success stories which Negro-program-
ing stations throughout the count r\
have to tell.
National advertisers listed on page
39 are, for the most part, stepping up
their efforts to tap this $15,000,000,-
000 market via the potent sales pull of
the community-minded radio stations
which aim their entertainment, services
and sales pitches at the American
Ne»ro. * * *
SELLING TO NEGROES
{Continued from page 37)
nouncer or personality has to read a
piece of copy that makes him sound
like something from Uncle Tom's Cab-
in the average Negro listener will react
adversely, if the appeal doesn't ring
true.
Admen and media men who are fa-
miliar with Negro-appeal radio were
quick to point out to SPONSOR that the
most successful air advertisers in Ne-
gro programing avoid the use of any
kind of "canned" advertising, whether
it be live copy or transcriptions. In-
stead, they use simple copy or copy
outlines, and let the individual per-
former present it in his own style.
One station manager told SPONSOR:
"What an advertiser may lack in 'uni-
formity' by this method, he'll more
than make up for by cashing in on the
intense loyalty to favorite local person-
alities in Negro radio. His commercial,
in effect, receives a personal endorse-
ment."
Of course, this applies primarily to
advertisers who are using program seg-
ments, or participations in local Ne-
gro-appeal shows. The same thing does
not apply quite as much to brief station
breaks, time signals and the like, where
there is little room for "style."
However, it's wise for advertisers to
remember that even in a series of 20-
. second announcements that are being
transcribed for a widespread use in Ne-
gro markets, nationally-known Negro
performers can often be used in place
of the usual white talent.
3. Negroes have some specialized
quirks concerning radio commercials
and radio offers.
While Negroes respond to the same
arguments as any cross-section of lis-
teners, not all the techniques in the
broadcast adman's bag of tricks apply.
Here are a few of the more important
taboos, as gathered by SPONSOR in its
national survey of Negro radio:
A. Negroes do not go for sight-un-
seen premiums of jewelry, and other
"gimmick" inducements to product
buying often used as part of radio cam-
paigns. Commented WDIA, Memphis:
"We have always supposed this is a re-
action from the days when people as-
sociated cheap jewelry with the Negro
people."
B. Negroes in general do not like to
send in cash in advance for mail-order
items, nor do they usually like to write
86
SPONSOR
ill for samples or trial offers. As John
H. Johnson, publisher of Ebony, Jet
and Tan, stated recently: "If Negroes
are sold on the product through adver-
tising, they will buy the brand imme-
diately."
C. Negroes often respond more
readily, on the other hand, to mer-
chandising gimmicks. Retailers in Ne-
gro areas, and Negro-owned stores
have long been passed by in most net-
work and big-station merchandising
tie-ups, and give eager support to good
merchandising plans. Station perform-
ers are very cooperative about making
personal appearances at stores, and in
making product demonstrations. This
can be a real "plus" to an advertiser
who makes full use of the merchandis-
ing facilities offered him by Negro-
appeal stations, since the average Ne-
gro performer has been built into a lo-
cal celebrity by his participation in
community activities, and by the sta-
tion's active promotional backing.
D. Negroes resent any kind of ad-
vertising stunt that makes a differentia-
tion between white and colored listen-
ers, either directly or by implication.
Contests, for instance, which offer
Philadelphia's Leading
Station for Negro Programs
• •
SERVING OVER 450,000
PEOPLE
• •
46 HOURS OF PROGRAMS
WEEKLY
• •
FIRST WITH TOP TALENT &
VOLUME OF COMMUNITY
PROGRAMS
• *
TO REACH AND SELL NEGRO
PHILADELPHIA WHAT IS
A MUST . . .
250 Watts — Unlimited Time
— I8V2 HRS. DAILY —
AM — 7340 k.c.—FM— 705.3 meg.
Represented by
Interstate United Newspapers
prizes such as a vacation at a resort
that does not welcome Negroes will get
the brush-off from colored listeners.
E. Negroes are very cautious about
"bargains." An air advertising cam-
paign that stresses low price may be a
big success with price-conscious white
housewives, for example, but will
arouse Negro suspicions that perhaps
something inferior is being passed off
on them just because they are Negroes.
This does not mean that a good, low-
priced item cannot be sold to Negroes
on the air. It does mean that it must
be done with tact, and without using
the price as too much of a come-on.
Quality is often more important to a
Negro consumer than a low price tag.
4. Negroes make a startling amount
of luxury purchases, with relation to
median income, but it's best to aim
air advertising at their basic needs.
Luxury spending of a "conspicious
consumption" variety is widely done
by Negroes, largely due to psychologi-
cal pressures. As Ebony's John H.
Johnson wrote recently in the trade
press :
"To a Negro, indulgence in luxury
is a vindication of his belief in his
ability to match the best of white men.
He expresses this desire in his pur-
chase of Cadillac automobiles, $200
suits, imported Scotch at $9 a bottle
or a pair of $20 Florsheim shoes.
"Advertisers of luxury lines have a
responsive audience in the Negro mar-
ket for other reasons. One is that
many Negroes have become acquainted
with expensive merchandise through
working with wealthy white people —
as butlers, valets, maids housekeepers.
Thus, just as soon as they have the
money, they immediately purchase the
items they know through their em-
ployment."
However, it's wise for an advertiser
not to overestimate this luxury mar-
ket. The Negro is not simply a market
for all sorts of luxury items, of every
variety. He will buy first rate foods,
but he'll steer clear of luxury he doesn't
understand, like smoked pheasant, plo-
ver's eggs, elk steaks and the like. He
will spend as much as possible on his
home and his family, but he avoids
buying real estate in areas where he
feels he will meet discrimination. He
stays away from luxury stores that
give a frosty welcome to colored cus-
tomers. * * *
THE
BEST WAY
TO SELL
10 MILLION
NEGROES!
-•-CONTACT
I
PI
NEGRO MARKET
RADIO
SPECIALISTS
PREFERRED NEGRO MARKETS inc
29 WEST 57th ST., NEW YORK 19
PLAZA 3-1378
Nat D.
Williams
One of
WDIA's
many famous
personalities
Kroger Stores
Do A Big Selling Job
With WDIA, Memphis
Since Fall of '51 Kroger has used a substantial spol
schedule on WDIA for its large chain of Memphis
food stores to sell the great Negro segment of the
Memphis market — further proof of WDIA's complete
dominance In selling to the 439.266 Negroes in WDIA
BMB counties for all types of accounts . . . local,
regional and a great list of national accounts includ-
ing Wilson &. Co., Maxwell House Coffee, Tide, Blue
Plate Foods and many others. WDIA can do a big
job for you, too! Get the full story today.
HOOPER RADIO AUDIENCE INDEX
C ity: Memphis, Tenn. Months: April-May '5 2
D E F G
Sets WDIA B
MF HAM-6PM 13.1 23.0 25.5 16.2 10.3 7.4 7.2 7.1
MEMPHIS WDIA TENN.
John E. Pearson Co., Representative
28 JULY 1952
87
SPEAKS
Negro radio mushrooming
As a footnote to the Negro Radio
section (which begins on page 29 1 il
might he mete to recall that it was
SPONSOR which three \ears previously
first put the spotlight on this rich field
through a similar stud). It was while
that original study was in preparation
dial the phrase. "The forgotten 15,000,-
000," got its origin at a sponsor edi-
torial meeting.
Much has happened in the develop-
ment of the Negro market for radio
since then and the results of experi-
ments among some 200-plus stations
are given broad and graphic documen-
tation in the current issue. The think-
ing and experimenting that continues
certainly reflects a singularly creative
change in social vision. American ad-
vertisers have been alerted to it and
thev have gained much from partici-
pating in this specialized market.
SPONSOR thinks that there is still
much in the way of research, program-
ing ideas, merchandising, promotion
and whatnot that could be of help to
many of these 200 stations if there were
some setup or association through
which this constantly growing wealth
of material could be channelized. For
instance clinics could be held periodi-
cally which would also serve to raise
standards and expand types of pro-
graming and public services within this
particular community. Perhaps the
time is ripe for the innovation of some-
thing along the lines of the BAB, which
would chart the scope of the market
and process the exchange of research
and ideas.
Case for TV film
The live vs. film debate you hear
around the ad agencies these days is
beginning to sound like so much wind-
milling after the fact. It's quite ap-
parent that an influential segment of
national advertisers has already read
the handwriting on the wall and ardent-
ly embraced film-making. P&G, as an
example, is in to the tune of several
millions of dollars. (See: Is the rush
to film shows economically sound?,
page 19.)
It will be recalled that it was virtual-
l\ the same sponsor contingent thai
spurred the trek toward Hollywood in
the latter '30's. The prime intent then
was to borrow for radio some of the
film industry's name glamor, all of
which resulted in appreciably expanded
program budgets. Economy is pri-
marily the motive for the heavy trend
to Hollywood and its studio facilities
todav. The bellwethers of air adver-
tising are patentlv convinced that the
one way to keep their TV costs under
control is to put their programs on
film.
The rerun factor mav have some
weak sides to it but the basic economics
of the thing is pretty much weighted
in its favor. Quality programing
whether live or on film, will always
have a ready market and as TV ex-
pands there will be, obviously, myriad
periods of time to be filled and sold.
Film product, if priced on an equitable
level, offers, like good radio transcrip-
tions, the soundest article, both from
the viewpoint of saleability and audi-
ence attraction.
As for viewer attitude toward repeat
films, there is a question that lends
itself to some rewarding research. At
the moment it looks doubtful whether
this quirk will tend to put a crimp in
the filmward march.
Freeze is really lifted
The pace with which the FCC has
begun to issue construction permits for
TV stations is meeting with much grati-
fication among advertisers and agen-
cies, especially where it has concerned
major and important secondary mar-
kets. By presstime the commission had
passed out 18 CPs. Several of these
stations should be on the air this fall,
and some agencies report that they
have already spotted the more impor-
tant markets in an "if and when" col-
ume in their budget recommendations
to clients.
Most advertisers and agencies were
surprised — and delighted — with the
speed with which KFEL-TV, Denver,
got on the air ( see Sponsor Report,
page 2 ) .
Pleased as they are with the unan-
ticipated quickness of the unfreezing,
agency executives are inclined to air
this thought: They would be still more
pleased if permits were distributed with
equal alacrity in some one and two-
station markets.
Applause
Greater truth in advertising
The Fort Wayne Advertising Club,
following through on an idea suggest-
ed by the Dallas Advertising Club,
has rendered a valuable service to all
advertisers with its recently adopted
resolution for "truth in advertising."
Here are some quotes from the resolu-
tion which should appeal to all air ad-
vertisers:
I. "Advertising is universally rec-
ognized today as a primary sales dis-
tribution and communications force of
American business and industry, and
its effectiveness as a basic element of
the American economy rests upon the
faith, confidence and acceptance of the
American people."
2. "The current wave of criticism
(of advertising) reveals that adver-
tising's critics no longer confine their
ranks only to its perennial enemies but
more and more include its long-time
friends, whose loyalty and support ad-
vertising now seems in danger of
losing.
3. "The Fort Wayne Advertising
Club looks with disfavor upon adver-
tising which, directh or indirectly, im-
putes dishonesty to all advertisers or
. . . disparages the integrity of . . .
advertising. . . ."
4. "The Fort Wayne Advertising
Club call upon all segments of Ameri-
can advertising .... to join in an ap-
peal to all advertisers and those en-
gaged in the preparation and dissemi-
nation of advertising copy to eliminate
or avoid practices, statements or copy
stratagems which tends to impair the
faith and confidence of the American
people in the spoken word of business
and industry. . . ."
88
SPONSOR
I * k A
Team and It's
<TO
,W.
•tat
^fllHi
ic
IMMecvificC cuteC ll^M/
"Pnaatawt - Ti/tAe .
*
Does the farmer stop milking his cows during the summer? Ridiculous!
No more than the KMBC-KFRM Service Farms stop farming during the
summer — or no more than Phil Evans, Bob Riley or Jim Leathers stop pass-
ing out that vital farm information to the Heart of America farmer who
turns on the radio in his barn to catch KMBC-KFRM farm programs while
he gets his milking done. Or no more than the Team's News Department
stops disseminating the latest news in eleven daily newscasts. Yes indeed,
KMBC-KFRM is ''program-wise." Summer time — wintertime, the Team is
on-the-air with the kind of programming that it knows from thirty years of
broadcasting experience the largest share of the audience will return to, and
listen for, day after day.
It is this program wisdom which has long since placed The KMBC-KFRM
Team in top spot in The Heart of America — and continues to keep The Team
in that spot by a comfortable margin.
^L* This is the first of a series on The KMBC-KFRM know-how which spells dominance
in the Heart of America.
Call KMBC-KFRM or your nearest Free & Peters Colonel for the KMBC-
^Trfe- KFRM program story. BE WISE- REALIZE . . . to sell the Whole Heart of
11111
America Wholeheartedly it's
CBS RADIO FOR THE HEART OF AMERICA
OWNED AND OPERATED BY MIDLAND BROADCASTING COMPANY
RADIO STATION REPRESENTATIVES
t^mm/^trnmrnm
Hi
use magazine foi land TV advertisers
^
11 AUGUST 1952
50c per copy • $8 per year
INCORPORATED
STATION REPRESENTATIVES
$1,000,000 TV sponsor
without a sales problem
page 27
TV IS CHANGING
MEDIA BUYING
page 30
The Advertising Council:
1 1 years of fund raising
and good will building
page 32
What does it cost
to build and run
a TV station?
page 34
CANADIAN RADIO
Second annual
Canadian section
starts on page
i
tion
f'
Tip on selling in
the nanariian marlrpt
-
Canadian radir
page 80
//&%^
does a complete job . . .
SO DO HAVENS AND MARTIN, Inc. STATIONS . . -
WMBG
WCOD
WTVR
FIRST STATIONS OF VIRGINIA
American industry is big with advertising-
studded successes, yet none is bigger than
Kellogg. Advertising, and especially air
advertising, has taken Corn Flakes and other
fine products of this Battle Creek firm into every
nook and cranny of our country — and many
other countries. Kellogg does a complete job,
from farmer to miller to delectable product
to dealer to consumer. And in the rich Virginia
markets, Havens and Martin Stations help the
assembly line move faster.
Havens and Martin Stations, WMBG, WCOD,
and WTVR, are available to alert advertisers as
the modern way to sell in the Old Dominion
State. There are reasons aplentyl Havens and
Martin Stations are the only complete broad-
casting institution in Richmond; for more than a
quarter century they've featured the kind
of public service that builds loyalty and
affection; they bring NBC to viewers and
listeners; they're a quality operation doing a
job for quality products.
WMBG *« WCOD ™ WTVR"
Havens & Martin Inc. Stations are the only
complete broadcasting institution in Richmond.
Pioneer NBC outlets for Virginia's first market.
WTVR represented nationally by Blair TV, Inc.
WMBG represented nationally by The Boiling Co.
CBS might act
unilaterally
on night-time
rate slash
CBS, affiliate
would each
take 15%
reduction
Republicans
pick Kudner
RTMA asks
immediate
price
decontrol
BAB's Ryan
charts radio's
pull over
newspapers
Cockfield,
Brown leads
in Canadian
production
WNEW collects
on future
earnings of d.j.
released to WCBS
Impression prevailing in New York ad agency circles last week was if
CBS and radio affiliates can't com e to agreement on terms of rate ad-
ju s tment at affiliates meeting in Chicago this week network will
announce rate card change anyway, effective Sept. 1. CBS at this
point committed to advertisers on rate revision to amount of over
$5,000,000 for 1952-53 season and it's become question with CBS
whether to cancel rate changes made to such clients as Procter & Gam-
ble, Lever Bros, and Colgate or exercise clause